BRAND MANTRA-1

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1. Know who your customers are.
a. Describe the person most likely to want or need your product.b. Why should they want to buy your product?

c. When you know the motivation, you can target the product to the correct customer base.

d. You can’t sell a product until it is defined and positioned.


A pharmaceutical company shelved a cold medicine because they couldn’t correct the drowsiness it produced. Someone renamed it NyQuil and sold it as a bedtime cold medicine. It became the largest selling cold medicine on the market. Just because your product is good doesn’t mean it will sell. It must be positioned correctly. That’s what marketing does.

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