题目内容
Occasionally, a company will be able to straddle two frames of reference with one set of points-of-difference and points-of-parity.
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Brand mantras must communicate both what a brand is and what it is not.
Brand mantras are typically designed to capture the brand's points-of-parity, that is, what is unique about the brand.
Brand storytelling is a less-structured approach to brand positioning.
Cultural branding is essential for small firms, but ineffective for large companies.
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