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True Alignment by Edgar Papke

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FOUR

Brand Intention

A brand without trust is a name without value.

Myriad factors separate market leaders from their competition, yet the one that matters most is the reason why their customers chose them. Whether in a business-to-consumer or business-to-business relationship, customer motivation is key to understanding how and why customers buy. It is also at the core of the definition of brand intention.

A business's mission, purpose, or passion can be described in many ways, yet brand intention goes further in defining the actual customer experience. It applies the concepts of market differentiation, competitive advantage, and value proposition ...

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