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The Financial Services Marketing Handbook: Tactics and Techniques That Produce Results by Duke Fanelli, Evelyn Ehrlich

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CHAPTER 2

Positioning and Branding

Segmentation and positioning are basic strategies of marketing and apply to every product and service. If you don’t know who your prospects are, you can’t go after them. If you don’t know who you are, your customers won’t either. Briefly put, positioning is determining how you want others to view your company, product, or service in relation to your competition. These others can be your target markets, your sales reps, your vendors, your community, your investors, your employees. Positioning—along with its close cousin, branding—defines who you are, what values you communicate, how you’re different from others offering similar product sets, and why your constituencies should prefer you to your competitors. ...

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