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Chapter 10 Game Changer 7: Own Your Distinction > Standout Brands Play Smarter

Standout Brands Play Smarter

Distinctive brands find their marketing dollars are more effective because their investment links their product in the consumers’ minds to recognizable and often proprietary innovations, compelling stories that are organic to the product and uniquely theirs, or a bold, breakaway campaign that people can’t forget.

Clearly, creating a solid distinction is a pivotal strategy in successful brand building. The successful companies, organizations, and professionals that embrace this discipline are easy to spot: Their distinction is lodged in our brains. Ironically, for turnaround brands the other six Game Changers become easier to manage and get traction because they were built on a clear foundation of their distinction. Indeed, many brands that successfully turn around or survive a brand bump have done so faster because they have had a strong identity that includes unique attributes and brand assets.


  

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