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Tips for Crafting a Clear and Compelling Brand Positioning

April 16, 2014

Executive Summary

A clear, compelling competitive brand positioning is essential to building a great brand. A competitive brand positioning defines who the target audience is, what the brand’s business scope is, and how it creates value for customers. It provides strategic guidance on product development, pricing, messaging, and more. Author and media consultant Denise Lee Yohn explored how marketers can develop an easy-to-use framework for a positioning statement, find the most effective way to identify and define target segments, and identify three strategies to establish meaningful and lasting differentiation from the competition.

View video below.


“Tips for Crafting a Clear and Compelling Brand Positioning.” Denise Lee Yohn, Consultant and Author of What Great Brands Do. ANA Webinar, 4/16/14.

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