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WHAT IT MEANS TO POSITION YOUR BRAND Positioning is a cornerstone branding topic. It’s how your brand is known, and how you want it to be known. In the classic marketing book, Positioning: The Battle for Your Mind, Al Ries and Jack Trout define the concept as “an organized system for finding a window in the mind”...

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Branding: It’s Time to Sell YOU The most interesting part of your brand is often undervalued: it’s you and your team. Advertising legend, David Ogilvy, believed photographs sell better than illustrations. He wrote in Ogilvy on Advertising, “The consumer cannot identify herself with the character in the cartoon. And cartoons do not invite belief.” Ogilvy’s ads...

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