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A Strong Brand Means Focus

Published in Advice, Entrepreneurs, Ideas, Management, Marketing, Start-ups View comment on this article ►

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Getting a hold of exactly what your company brand is can be difficult. Most entrepreneurs are so consumed with running a business and growing that business that they lose sight of the key to consumer acceptance, which is the brand. The brand can only be one thing. It can’t be a diverse set of ideas or selling points. Avis is “Number Two”. BMW is “The Ultimate Driving Machine”. Esso puts “A Tiger In Your Tank”. One dominant thought. One compelling brand.

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