Ritson on Brand Positioning

“There are only two brand goals: 1) do you know I exist? I want 100% of my target audience to know I exist; … and 2) what do I want to mean and stand for to those customers that know I exist?

What do you want your customer to think about when they think about your brand? I’ll give you three things. Pick three things. That’s your positioning.”

Professor Mark Ritson

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