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"It's not the best companies that prevail in the marketplace, but rather the best brands. The goal of business strategy is not just to be better, but different.

It’s not the best companies that prevail in the marketplace, but rather the best brands. The goal of business strategy is not just to be better, but different

Most of us have an intuitive sense of superior branding. We prefer to purchase brands we find distinctive—that deliver on some important, relevant dimension b

Positioning is hot. Not only in the realm of consumer goods manufacturers, but also for other companies, institutions, governments and even individual persons.