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True Alignment by Edgar Papke

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FIVE

The Six Brand Intentions

The relentless pursuit of business is winning the customer.

When it comes to the art of business, whether it's the business-to-consumer or business-to-business marketplace, nothing rings more true than the importance of knowing how to win the customer. If you're clear on your brand intention and your company or team is aligned to it, you'll definitely increase your chances to win. Alignment to brand intention is a characteristic and key ingredient that successful market leaders have in common; it plays a significant role in how they beat the competition.

The six brand intentions—community, customization, preeminence, ...

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