What feelings do you want customers to associate with your brand?

07/22/2013 | Entrepreneur online

Effective brand positioning is all about tapping into the emotions of your customers, writes Jim Joseph of Cohn & Wolfe. "Think about how you want your customer to feel about you, every time they think about you," he writes. "Try to capture that in a brief statement that best describes what you can offer." Then, use your positioning statement to inform your marketing plan.

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