Index
A
Aaker, Jennifer, 203
acronyms, avoiding, 102
ad-free brand communities. See brand communities
ad-free brands
benefits of, 239-240
brand positioning of, 14-16
creating, 11
successful brands, 238-239
Addictomatic, 63
advertising in external brand positioning rollout, 211
agenda for brand positioning workshop, 102-103
Alper, Eric, 144
ambassadors. See brand ambassadors
analytics, researching brand positioning, 53
analyzing brand research, 86-89, 255-257
announcing results of brand positioning workshops, 119
Apple, 238
The Art of Innovation (Kelley), 98
asking for help, 74
aspirational points of parity/difference, current versus, 31
audience, community versus, 44
B
Babinski, Tony, 144
background phase (brand positioning ...
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