12.3. Positioning and Trust
A great deal has been written about positioning since Al Ries and Jack Trout wrote the book on the topic more than two decades ago (Positioning: The Battle for Your Mind, 1981, McGraw-Hill). In fact, if you read the description of their original work at Amazon.com, you'll see that more than one hundred other books cite it. But positioning is not really a difficult concept: at root, it's simply that which makes your brand distinctively different.
Our research found that struggling companies have either lost their distinctive positioning or never had it in the first place, merely hitching their wagon to an already-growing market and hoping that will be good enough for lasting success. Sometimes companies want to avoid ...
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