THE HARDWARE AND SOFTWARE OF POSITIONING
Apple continues to dazzle many of us with its differentiated hardware design as well as its unique software applications. But, truth be told, there aren't many brands these days with this degree of both hardware and software differentiation. The same can be said of most brands' positioning hardware and software. You may never have considered that a brand positioning comprises both "hard" and "soft" elements?but it does. And more and more it is the positioning software that makes the most meaningful difference.
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The DISPATCHESTM for April 17, 2011 can be found here:
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