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Love the tribe concept - it is so on point with society today.

This is really just a Nit - you don't create brand positioning out of thin air - but instead use research to figure out what people ALREADY believe to be true about what matters in the category, which brands deliver against what matters and where the opportunity space for your brand is.

If you want to positioning to be powerful and credible it must: matter in the category, not be owned by a competitor and be true to your history/what they think about you.

Looking forward to reading the book.

@tomob

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