Recently I’ve observed a couple of companies who should be more careful in maintaining their brand and the attributes that differentiate them from competition. One, Kia, is now marketing a “premium” automobile. The other, Whole Foods, wants to dispel their high-price image.

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He was a refreshing change from most clients in that he appreciated the need to differentiate his business from established competitors. He hadn’t heard the term “positioning” before we talked, but he was well on his way of establishing one through the preliminary work he’d done.

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