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A glimpse into the minds of the Positioning Pioneers

  • There are two types of categories and two types of strategies.

    All categories are not alike. Unless you know what type of category you are dealing with, you may be making a strategic error. Type...

  • The product versus the brand.

  • High Fructose Corn Syrup, not so sweet.

    Would a sugar taste as sweet by another name? I say absolutely. Even sweeter. High fructose corn syrup has become public enemy number one...

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