I am very aware of the branding of products and services around me as well as my own Ridpath Creative business. Branding seems simple once you grasp it but requires discipline to do well. A brand position is the "space" determined by a product or service offering, both in awareness and physical presence in a marketplace. The premise that brands need to assert qualities and channels to markets is solid; in fact, businesses are negligent if they ignore the proven rules of positioning. Here are four general rules of brand positioning:
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