INTRODUCTION TO
While branding is the emotional half of marketing, positioning is the hyper-rational counterpart. Equally important, but often overlooked at the early stage, positioning is the bedrock for company strategy and product decisions down the line. Once your team is aligned around your crystal clear positioning, growth and scale are that much easier.
This chapter will cover discovering your company DNA, understanding your unique advantage over your competitors, and building a foundation for early-stage success.
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Emotional language and storytelling are important, but even creative messaging needs to be grounded in rational positioning. Discover who you are as a company and why you matter in the world with Positioning.
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