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The Importance of Positioning for Your Brand

What is positioning?  Positioning starts with a product. A piece of merchandise, a service, a company, an institution, or even a person. But positioning is not what you do to a product. Positioning is about placing your product in the mind of your prospect. If you take into consideration that each day, thousands of advertising messages compete for your prospect's mind, positioning a new product is a challenging task and you should dedicate a lot of time to getting it right.

Al Ries and Jack Trout, in their book Positioning: The Battle for Your Mind, introduce the subject by saying: "Positioning is the first body of thought that comes to grips with the difficult problem of getting heard in our overcommunicated society."
 Be a big fish in a small pond, rather than a small fish in a big pond  In advertising, the first product to establish the position has a great advantage. It’s best to have the best product in your particular field. But it’s even better to be first. It’s b…

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