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Breakthrough Branding: How smart entrepreneurs and intrapreneurs transform a small idea into a big brand by Catherine Kaputa

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Chapter 3Power Positioning

“Finding out what to say is the beginning of the advertising process. How you say it makes people look and listen. And, if you’re not successful at that, you’ve wasted all the work, intelligence, and skill that went into discovering what you should say.”

—Bill Bernbach, Legendary “Mad Man”

Strategy is the brains of breakthrough branding. It’s setting up the underlying code that defines your business and your brand.

While you may have your “small,” relevant business idea, now you need to make sure that you strategically position your business. You need to find the best competitive angle so that it is clearly different from your competitors and offers a unique brand promise or benefit to your customers so that it can ...

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