People often ask me ‘how do I grow my luxury brand?'. Over the years I’ve given numerous different analogies to try and explain my methods, but one that keeps cropping up (and seems to be universally understood) is what I call...
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Positioning is marketing in reverse. Instead of thinking in terms of your brand, it is all about thinking about the position you hold in the mind of the consumer, your customer or potential customer. Brand positioning is where corporate egos need to be left behind...
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