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Al Ries and Jack Trout made positioning famous when they authored "Positioning: A Battle for Your Mind". They argued that companies must occupy a unique position in the customer's mind. This position has to be mindful of what the customer wanted, their own company's strengths and weaknesses and also what position their competition occupied.
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Great brands get to be great brands because they’re true to their essence or what they represent. That means that every time a brand touchpoint is employed it reflects the brand in the way people expect. That is, from the very first purchase right through to the after sales care and everything in between.
