Envelope-to: DAVID@TRANSOCEAN.COM
Delivery-date: Fri, 15 Dec 2017 06:08:50 -0800
Subject: =?utf-8?Q?How=20to=20Create=20Strong=20Brand=20Positioning=20in=20Your=20Market?=
From: =?utf-8?Q?The=20Cult=20Branding=20Blog?= <bjbueno@cultbranding.com>
Reply-To: =?utf-8?Q?The=20Cult=20Branding=20Blog?= <bjbueno@cultbranding.com>
To: =?utf-8?Q?David?= <DAVID@TRANSOCEAN.COM>
Date: Fri, 15 Dec 2017 14:07:53 +0000
Message-ID: <c006bbdcbd27f0420f9c7a066.4ed9cf398d.20171215140740.a7ae4d2358.b6e61d6a@mail145.suw16.rsgsv.net>
Feedback-ID: 1167109:1167109.2915593:us1:mc
Sender: "The Cult Branding Blog" <bjbueno=cultbranding.com@mail145.suw16.rsgsv.net>
Content-Type: multipart/alternative; boundary="_----------=_MCPart_1282205565"
MIME-Version: 1.0
 
 Content preview:  ** How to Create Strong Brand Positioning in Your Market (https://cultbranding.us1.list-manage.com/track/click?u=c006bbdcbd27f0420f9c7a066&id=cc98544ec5&e=4ed9cf398d)
    By BJ Bueno &#38; Scott Jeffrey Strong-Brand-Positioning-Nike [...] 
 
 Content analysis details:   (-1.4 points, 3.0 required)
 
  pts rule name              description
 ---- ---------------------- --------------------------------------------------
  0.0 URIBL_BLOCKED          ADMINISTRATOR NOTICE: The query to URIBL was blocked.
                             See
                             http://wiki.apache.org/spamassassin/DnsBlocklists#dnsbl-block
                              for more information.
                             [URIs: mailchimp.com]
 -0.0 T_RP_MATCHES_RCVD      Envelope sender domain matches handover relay
                             domain
 -0.0 SPF_PASS               SPF: sender matches SPF record
 -0.0 SPF_HELO_PASS          SPF: HELO matches SPF record
  0.2 HEADER_FROM_DIFFERENT_DOMAINS From and EnvelopeFrom 2nd level mail
                             domains are different
 -1.9 BAYES_00               BODY: Bayes spam probability is 0 to 1%
                             [score: 0.0000]
  0.0 HTML_MESSAGE           BODY: HTML included in message
  0.1 DKIM_SIGNED            Message has a DKIM or DK signature, not necessarily valid
 -0.1 DKIM_VALID             Message has at least one valid DKIM or DK signature
  0.2 KAM_LOTSOFHASH         Emails with lots of hash-like gibberish
X-Spam-Flag: NO

This is a multi-part message in MIME format

--_----------=_MCPart_1282205565
Content-Type: text/plain; charset="utf-8"; format="fixed"
Content-Transfer-Encoding: quoted-printable


** How to Create Strong Brand Positioning in Your Market (https://cultbran=
ding.us1.list-manage.com/track/click?u=3Dc006bbdcbd27f0420f9c7a066&id=3Dcc=
98544ec5&e=3D4ed9cf398d)
------------------------------------------------------------
By BJ Bueno &#38; Scott Jeffrey
Strong-Brand-Positioning-Nike


** What is Brand Positioning?
------------------------------------------------------------

Put simply=2C brand positioning is the process of positioning your brand i=
n the mind of your customers. Brand positioning is also referred to as a p=
ositioning strategy=2C brand strategy=2C or a brand positioning statement.

Popularized in Reis and Trout=E2=80=99s bestselling Positioning: The Battl=
e for Your Mind (https://cultbranding.us1.list-manage.com/track/click?u=3D=
c006bbdcbd27f0420f9c7a066&id=3Db7ea1db7ef&e=3D4ed9cf398d) =2C the id=
ea is to identify and attempt to =E2=80=9Cown=E2=80=9D a marketing niche f=
or a brand=2C product=2C or service using various strategies including pri=
cing=2C promotions=2C distribution=2C packaging=2C and competition. The go=
al is to create a unique impression in the customer=E2=80=99s mind so that=
 the customer associates something specific and desirable with your brand=
 that is distinct from rest of the marketplace.

Reis and Trout define positioning as =E2=80=9Can organized system for find=
ing a window in the mind. It is based on the concept that communication ca=
n only take place at the right time and under the right circumstances.=E2=
=80=9D

Brand positioning occurs whether or not a company is proactive in developi=
ng a position=2C however=2C if management takes an intelligent=2C forward-=
looking approach=2C it can positively influence its brand positioning in t=
he eyes of its target customers.


** Positioning Statements versus Taglines
------------------------------------------------------------

Brand positioning statements are often confused with company taglines or s=
logans. Positioning statements are for internal use. These statements guid=
e the marketing and operating decisions of your business. A positioning st=
atement helps you make key decisions that affect your customer=E2=80=99s p=
erception of your brand.

A tag line is an external statement used in your marketing efforts. Insigh=
ts from your positioning statement can be turned into a tagline=2C but it=
 is important to distinguish between the two. (See examples of brand posit=
ioning statements and taglines below.)


** 7-Step Brand Positioning Strategy Process
------------------------------------------------------------

In order to create a position strategy=2C you must first identify your bra=
nd=E2=80=99s uniqueness and determine what differentiates you from your co=
mpetition.

There are 7 key steps to effectively clarify your positioning in the marke=
tplace:
1. Determine how your brand is currently positioning itself
2. Identify your direct competitors
3. Understand how each competitor is positioning their brand
4. Compare your positioning to your competitors to identify your uniquenes=
s
5. Develop a distinct and value-based positioning idea
6. Craft a brand positioning statement (see below)
7. Test the efficacy of your brand positioning statement (see 15 criteria=
 below)


** What is a Brand Positioning Statement?
------------------------------------------------------------

A positioning statement is a one or two sentence declaration that communic=
ates your brand=E2=80=99s unique value to your customers in relation to yo=
ur main competitors.

In Crossing the Chasm (https://cultbranding.us1.list-manage.com/track/clic=
k?u=3Dc006bbdcbd27f0420f9c7a066&id=3De9681546a7&e=3D4ed9cf398d) =2C=
 Geoffrey Moore offers one way of formulating a positioning statement: For=
 (target customer) who (statement of the need or opportunity)=2C the (prod=
uct name) is a (product category) that (statement of key benefit; also cal=
led a compelling reason to believe). Unlike (primary competitive alternati=
ve)=2C our product (statement of primary differentiation). However=2C we p=
rovide a more simplified structure for formulating a Brand Positioning Sta=
tement in the following section.


** How to Create a Brand Positioning Statement
------------------------------------------------------------

There are four essential elements of a best-in-class positioning statement=
:
1. Target Customer: What is a concise summary of the attitudinal and demog=
raphic description of the target group of customers your brand is attempti=
ng to appeal to and attract?
2. Market Definition: What category is your brand competing in and in what=
 context does your brand have relevance to your customers?
3. Brand Promise: What is the most compelling (emotional/rational) benefit=
 to your target customers that your brand can own relative to your competi=
tion?
4. Reason to Believe: What is the most compelling evidence that your brand=
 delivers on its brand promise?

After thoughtfully answering these four questions=2C you can craft your po=
sitioning statement:

For [target customers]=2C [company name] is the [market definition] tha=
t delivers [brand promise] because only [company name] is [reason to be=
lieve].


** Two Examples of Positioning Statements
------------------------------------------------------------

Amazon.com (https://cultbranding.us1.list-manage.com/track/click?u=3Dc006b=
bdcbd27f0420f9c7a066&id=3D50d4a3b73b&e=3D4ed9cf398d) used the follow=
ing positioning statement in 2001 (when it almost exclusively sold books):

For World Wide Web users who enjoy books=2C Amazon.com is a retail booksel=
ler that provides instant access to over 1.1 million books. Unlike traditi=
onal book retailers=2C Amazon.com provides a combination of extraordinary=
 convenience=2C low prices=2C and comprehensive selection.

Zipcar.com (https://cultbranding.us1.list-manage.com/track/click?u=3Dc006b=
bdcbd27f0420f9c7a066&id=3Db5f36cfd99&e=3D4ed9cf398d) used the follow=
ing positioning statement when it established its business was founded in=
 2000:

To urban-dwelling=2C educated techno-savvy consumers=2C when you use Zipca=
r car-sharing service instead of owning a car=2C you save money while redu=
cing your carbon footprint.

BMW-Tagline-Brand-Positioning


**
------------------------------------------------------------


**
------------------------------------------------------------


** 15 Examples of Taglines
------------------------------------------------------------

Once you have a strong brand positioning statement you can create a taglin=
e or slogan that helps establish the position you=E2=80=99re looking to ow=
n. Here are 15 examples:

Mercedes-Benz: Engineered like no other car in the world

BMW: The ultimate driving machine

Southwest Airlines: The short-haul=2C no-frills=2C and low-priced airline

Avis: We are only Number 2=2C but we try harder

Wharton Business School: The only business school that trains managers who=
 are global=2C cross-functional=2C good leaders=2C and leveraged by techno=
logy

Famous Footwear: The value shoe store for families

Miller Lite: The only beer with superior taste and low caloric content

State Farm: Like a good neighbor=2C State Farm is there.

L=E2=80=99Oreal: Because you=E2=80=99re worth it.

Walmart: Always low prices. Always.

Nike: Just do it

Coca-Cola: The real thing

Target: Expect more. Pay less.

Volvo: For life.

Home Depot: You can do it. We can help.


** 15 Criteria for Evaluating Your Brand Positioning Strategy
------------------------------------------------------------

An intelligent and well-crafted positioning statement is a powerful tool f=
or bring focus and clarity to your marketing strategies=2C advertising cam=
paigns=2C and promotional tactics. If used properly=2C this statement can=
 help you make effective decisions to help differentiate your brand=2C att=
ract your target customers=2C and win market share from your competition.

Here are 15 criteria for checking your brand positioning:
1. Does it differentiate your brand?
2. Does it match customer perceptions of your brand?
3. Does it enable growth?
4. Does it identify your brand=E2=80=99s unique value to your customers?
5. Does it produce a clear picture in your mind that=E2=80=99s different f=
rom your competitors?
6. Is it focused on your core customers?
7. Is it memorable and motivating?
8. Is it consistent in all areas of your business?
9. Is it easy to understand?
10. Is it difficult to copy?
11. Is it positioned for long-term success?
12. Is your brand promise believable and credible?
13. Can your brand own it?
14. Will it withstand counterattacks from your competitors?
15. Will it help you make more effective marketing and branding decisions?


** Repositioning Positioning
------------------------------------------------------------

The unfortunate reality is that no marketer has the power to position anyt=
hing in the customer=E2=80=99s mind=2C which is the core promise of positi=
oning. The notion that positions are created by marketers has to die. Each=
 customer has their own idea of what you are.

Positioning is not something you do=2C but rather=2C is the result of your=
 customer=E2=80=99s perception of what you do. Positioning is not somethin=
g we can create in a vacuum=E2=80=94the act of positioning is a co-authore=
d experience with the customers.

Behind your positioning statement or tagline is your intention=E2=80=94how=
 you desire your business to be represented to customers. Once the real ro=
le of positioning is understood=2C having a tagline or a positioning state=
ment can be useful by clarifying your brand=E2=80=99s essence within your=
 organization.

By examining the essence of what you are and comparing it with what your c=
ustomers want=2C the doors open to building a business with a strong posit=
ioning in the mind of the customer. Why? Great brands merge their passion=
 with their positioning into one statement that captures the essence of bo=
th.


** Integrating Your Brand Positioning in Your Customer=E2=80=99s Mind
------------------------------------------------------------

To position your brand in your customer=E2=80=99s mind=2C you must start f=
rom within your business. Every member of your organization that touches t=
he customer has to be the perfect expression of your position. And=2C sinc=
e everyone touches the customer in some way=2C everyone should be the best=
 expression of your position.

Now comes the hard part: Put up everything that represents your brand on a=
 wall. List all your brand=E2=80=99s touch points (https://cultbranding.us=
1.list-manage.com/track/click?u=3Dc006bbdcbd27f0420f9c7a066&id=3Dae67d172c=
0&e=3D4ed9cf398d) =E2=80=94every point of interaction with your cust=
omer.  With a critical=2C yet intuitive eye=2C ask:
* How can I more fluidly communicate my brand=E2=80=99s desired position?
* Does every touch point look=2C say=2C and feel like the brand I want my=
 customers to perceive?

Many marketers don=E2=80=99t have the clarity and conviction of following=
 through on their words. Without certainty=2C you default to the status qu=
o. Turn everything you do into an expression of your desired positioning a=
nd you can create something special. This takes courage; to actively posit=
ion your brand means you have to stand for something. Only then are you tr=
uly on your way to owning your very own position in the mind of your custo=
mer.

Onward!

https://cultbranding.us1.list-manage.com/track/click?u=3Dc006bbdcbd27f0420=
f9c7a066&id=3D137f7ed244&e=3D4ed9cf398d https://cultbranding.us1.lis=
t-manage.com/track/click?u=3Dc006bbdcbd27f0420f9c7a066&id=3D8583807404&e=
=3D4ed9cf398d https://cultbranding.us1.list-manage.com/track/click?u=
=3Dc006bbdcbd27f0420f9c7a066&id=3D0f831fff4e&e=3D4ed9cf398d


=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=
=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=
=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D
Copyright =C2=A9 2017 The Cult Branding Company=2C All rights reserved.
 Your subscribed to our mailing list via www.CultBranding.com.

Our mailing address is:
The Cult Branding Company
PO Box 470212
Celebration=2C Florida 34747-9992
USA
** unsubscribe from this list (https://cultbranding.us1.list-manage.com/un=
subscribe?u=3Dc006bbdcbd27f0420f9c7a066&id=3Dc5a4b39495&e=3D4ed9cf398d&c=3Da=
7ae4d2358)
** update subscription preferences (https://cultbranding.us1.list-manage.c=
om/profile?u=3Dc006bbdcbd27f0420f9c7a066&id=3Dc5a4b39495&e=3D4ed9cf398d)
--_----------=_MCPart_1282205565
Content-Type: text/html; charset="utf-8"
Content-Transfer-Encoding: quoted-printable

<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Strict//EN" "http://www.w3.or=
g/TR/xhtml1/DTD/xhtml1-strict.dtd">
<html xmlns=3D"http://www.w3.org/1999/xhtml">
    <head>
    =09<!-- NAME: BASIC RSS -->
        <meta http-equiv=3D"Content-Type" content=3D"text/html; charset=3D=
UTF-8">
        <meta name=3D"viewport" content=3D"width=3Ddevice-width=2C initial=
-scale=3D1.0">
        <title>How to Create Strong Brand Positioning in Your Market</titl=
e>

    <style type=3D"text/css">
=09=09body=2C#bodyTable=2C#bodyCell{
=09=09=09height:100% !important;
=09=09=09margin:0;
=09=09=09padding:0;
=09=09=09width:100% !important;
=09=09}
=09=09table{
=09=09=09border-collapse:collapse;
=09=09}
=09=09img=2Ca img{
=09=09=09border:0;
=09=09=09outline:none;
=09=09=09text-decoration:none;
=09=09}
=09=09h1=2Ch2=2Ch3=2Ch4=2Ch5=2Ch6{
=09=09=09margin:0;
=09=09=09padding:0;
=09=09}
=09=09p{
=09=09=09margin:1em 0;
=09=09=09padding:0;
=09=09}
=09=09a{
=09=09=09word-wrap:break-word;
=09=09}
=09=09.mcnPreviewText{
=09=09=09display:none !important;
=09=09}
=09=09.ReadMsgBody{
=09=09=09width:100%;
=09=09}
=09=09.ExternalClass{
=09=09=09width:100%;
=09=09}
=09=09.ExternalClass=2C.ExternalClass p=2C.ExternalClass span=2C.ExternalC=
lass font=2C.ExternalClass td=2C.ExternalClass div{
=09=09=09line-height:100%;
=09=09}
=09=09table=2Ctd{
=09=09=09mso-table-lspace:0pt;
=09=09=09mso-table-rspace:0pt;
=09=09}
=09=09#outlook a{
=09=09=09padding:0;
=09=09}
=09=09img{
=09=09=09-ms-interpolation-mode:bicubic;
=09=09}
=09=09body=2Ctable=2Ctd=2Cp=2Ca=2Cli=2Cblockquote{
=09=09=09-ms-text-size-adjust:100%;
=09=09=09-webkit-text-size-adjust:100%;
=09=09}
=09=09#templatePreheader=2C#templateHeader=2C#templateBody=2C#templateFoot=
er{
=09=09=09min-width:100%;
=09=09}
=09=09#bodyCell{
=09=09=09padding:20px;
=09=09}
=09=09.mcnImage{
=09=09=09vertical-align:bottom;
=09=09}
=09=09.mcnTextContent img{
=09=09=09height:auto !important;
=09=09}
=09=09body=2C#bodyTable{
=09=09=09background-color:#ffffff;
=09=09}
=09=09#bodyCell{
=09=09=09border-top:0;
=09=09}
=09=09#templateContainer{
=09=09=09border:0;
=09=09}
=09=09h1{
=09=09=09color:#000000 !important;
=09=09=09display:block;
=09=09=09font-family:Helvetica;
=09=09=09font-size:40px;
=09=09=09font-style:normal;
=09=09=09font-weight:bold;
=09=09=09line-height:125%;
=09=09=09letter-spacing:-1px;
=09=09=09margin:0;
=09=09=09text-align:left;
=09=09}
=09=09h2{
=09=09=09color:#000000 !important;
=09=09=09display:block;
=09=09=09font-family:Helvetica;
=09=09=09font-size:26px;
=09=09=09font-style:normal;
=09=09=09font-weight:bold;
=09=09=09line-height:125%;
=09=09=09letter-spacing:-.75px;
=09=09=09margin:0;
=09=09=09text-align:left;
=09=09}
=09=09h3{
=09=09=09color:#000000 !important;
=09=09=09display:block;
=09=09=09font-family:Helvetica;
=09=09=09font-size:18px;
=09=09=09font-style:normal;
=09=09=09font-weight:bold;
=09=09=09line-height:125%;
=09=09=09letter-spacing:-.5px;
=09=09=09margin:0;
=09=09=09text-align:left;
=09=09}
=09=09h4{
=09=09=09color:#000000 !important;
=09=09=09display:block;
=09=09=09font-family:Helvetica;
=09=09=09font-size:16px;
=09=09=09font-style:normal;
=09=09=09font-weight:bold;
=09=09=09line-height:125%;
=09=09=09letter-spacing:normal;
=09=09=09margin:0;
=09=09=09text-align:left;
=09=09}
=09=09#templatePreheader{
=09=09=09background-color:#FFFFFF;
=09=09=09border-top:0;
=09=09=09border-bottom:0;
=09=09}
=09=09.preheaderContainer .mcnTextContent=2C.preheaderContainer .mcnTextCo=
ntent p{
=09=09=09color:#606060;
=09=09=09font-family:Helvetica;
=09=09=09font-size:11px;
=09=09=09line-height:125%;
=09=09=09text-align:left;
=09=09}
=09=09.preheaderContainer .mcnTextContent a{
=09=09=09color:#606060;
=09=09=09font-weight:normal;
=09=09=09text-decoration:underline;
=09=09}
=09=09#templateHeader{
=09=09=09background-color:#FFFFFF;
=09=09=09border-top:0;
=09=09=09border-bottom:0;
=09=09}
=09=09.headerContainer .mcnTextContent=2C.headerContainer .mcnTextContent=
 p{
=09=09=09color:#606060;
=09=09=09font-family:Helvetica;
=09=09=09font-size:15px;
=09=09=09line-height:150%;
=09=09=09text-align:left;
=09=09}
=09=09.headerContainer .mcnTextContent a{
=09=09=09color:#6DC6DD;
=09=09=09font-weight:normal;
=09=09=09text-decoration:underline;
=09=09}
=09=09#templateBody{
=09=09=09background-color:#FFFFFF;
=09=09=09border-top:0;
=09=09=09border-bottom:0;
=09=09}
=09=09.bodyContainer .mcnTextContent=2C.bodyContainer .mcnTextContent p{
=09=09=09color:#000000;
=09=09=09font-family:Helvetica;
=09=09=09font-size:15px;
=09=09=09line-height:150%;
=09=09=09text-align:left;
=09=09}
=09=09.bodyContainer .mcnTextContent a{
=09=09=09color:#800000;
=09=09=09font-weight:normal;
=09=09=09text-decoration:underline;
=09=09}
=09=09#templateFooter{
=09=09=09background-color:#FFFFFF;
=09=09=09border-top:0;
=09=09=09border-bottom:0;
=09=09}
=09=09.footerContainer .mcnTextContent=2C.footerContainer .mcnTextContent=
 p{
=09=09=09color:#606060;
=09=09=09font-family:Helvetica;
=09=09=09font-size:11px;
=09=09=09line-height:125%;
=09=09=09text-align:left;
=09=09}
=09=09.footerContainer .mcnTextContent a{
=09=09=09color:#606060;
=09=09=09font-weight:normal;
=09=09=09text-decoration:underline;
=09=09}
=09@media only screen and (max-width: 480px){
=09=09body=2Ctable=2Ctd=2Cp=2Ca=2Cli=2Cblockquote{
=09=09=09-webkit-text-size-adjust:none !important;
=09=09}

}=09@media only screen and (max-width: 480px){
=09=09body{
=09=09=09width:100% !important;
=09=09=09min-width:100% !important;
=09=09}

}=09@media only screen and (max-width: 480px){
=09=09td[id=3DbodyCell]{
=09=09=09padding:10px !important;
=09=09}

}=09@media only screen and (max-width: 480px){
=09=09table[class=3DmcnTextContentContainer]{
=09=09=09width:100% !important;
=09=09}

}=09@media only screen and (max-width: 480px){
=09=09.mcnBoxedTextContentContainer{
=09=09=09max-width:100% !important;
=09=09=09min-width:100% !important;
=09=09=09width:100% !important;
=09=09}

}=09@media only screen and (max-width: 480px){
=09=09table[class=3Dmcpreview-image-uploader]{
=09=09=09width:100% !important;
=09=09=09display:none !important;
=09=09}

}=09@media only screen and (max-width: 480px){
=09=09img[class=3DmcnImage]{
=09=09=09width:100% !important;
=09=09}

}=09@media only screen and (max-width: 480px){
=09=09table[class=3DmcnImageGroupContentContainer]{
=09=09=09width:100% !important;
=09=09}

}=09@media only screen and (max-width: 480px){
=09=09td[class=3DmcnImageGroupContent]{
=09=09=09padding:9px !important;
=09=09}

}=09@media only screen and (max-width: 480px){
=09=09td[class=3DmcnImageGroupBlockInner]{
=09=09=09padding-bottom:0 !important;
=09=09=09padding-top:0 !important;
=09=09}

}=09@media only screen and (max-width: 480px){
=09=09tbody[class=3DmcnImageGroupBlockOuter]{
=09=09=09padding-bottom:9px !important;
=09=09=09padding-top:9px !important;
=09=09}

}=09@media only screen and (max-width: 480px){
=09=09table[class=3DmcnCaptionTopContent]=2Ctable[class=3DmcnCaptionBott=
omContent]{
=09=09=09width:100% !important;
=09=09}

}=09@media only screen and (max-width: 480px){
=09=09table[class=3DmcnCaptionLeftTextContentContainer]=2Ctable[class=3D=
mcnCaptionRightTextContentContainer]=2Ctable[class=3DmcnCaptionLeftImageC=
ontentContainer]=2Ctable[class=3DmcnCaptionRightImageContentContainer]=2C=
table[class=3DmcnImageCardLeftTextContentContainer]=2Ctable[class=3DmcnI=
mageCardRightTextContentContainer]=2C.mcnImageCardLeftImageContentContaine=
r=2C.mcnImageCardRightImageContentContainer{
=09=09=09width:100% !important;
=09=09}

}=09@media only screen and (max-width: 480px){
=09=09td[class=3DmcnImageCardLeftImageContent]=2Ctd[class=3DmcnImageCard=
RightImageContent]{
=09=09=09padding-right:18px !important;
=09=09=09padding-left:18px !important;
=09=09=09padding-bottom:0 !important;
=09=09}

}=09@media only screen and (max-width: 480px){
=09=09td[class=3DmcnImageCardBottomImageContent]{
=09=09=09padding-bottom:9px !important;
=09=09}

}=09@media only screen and (max-width: 480px){
=09=09td[class=3DmcnImageCardTopImageContent]{
=09=09=09padding-top:18px !important;
=09=09}

}=09@media only screen and (max-width: 480px){
=09=09table[class=3DmcnCaptionLeftContentOuter] td[class=3DmcnTextConten=
t]=2Ctable[class=3DmcnCaptionRightContentOuter] td[class=3DmcnTextConten=
t]{
=09=09=09padding-top:9px !important;
=09=09}

}=09@media only screen and (max-width: 480px){
=09=09td[class=3DmcnCaptionBlockInner] table[class=3DmcnCaptionTopConten=
t]:last-child td[class=3DmcnTextContent]=2C.mcnImageCardTopImageContent=
=2C.mcnCaptionBottomContent:last-child .mcnCaptionBottomImageContent{
=09=09=09padding-top:18px !important;
=09=09}

}=09@media only screen and (max-width: 480px){
=09=09td[class=3DmcnBoxedTextContentColumn]{
=09=09=09padding-left:18px !important;
=09=09=09padding-right:18px !important;
=09=09}

}=09@media only screen and (max-width: 480px){
=09=09td[class=3DmcnTextContent]{
=09=09=09padding-right:18px !important;
=09=09=09padding-left:18px !important;
=09=09}

}=09@media only screen and (max-width: 480px){
=09=09table[id=3DtemplateContainer]=2Ctable[id=3DtemplatePreheader]=2Cta=
ble[id=3DtemplateHeader]=2Ctable[id=3DtemplateBody]=2Ctable[id=3Dtempla=
teFooter]{
=09=09=09max-width:600px !important;
=09=09=09width:100% !important;
=09=09}

}=09@media only screen and (max-width: 480px){
=09=09h1{
=09=09=09font-size:48px !important;
=09=09=09line-height:125% !important;
=09=09}

}=09@media only screen and (max-width: 480px){
=09=09h2{
=09=09=09font-size:40px !important;
=09=09=09line-height:125% !important;
=09=09}

}=09@media only screen and (max-width: 480px){
=09=09h3{
=09=09=09font-size:36px !important;
=09=09=09line-height:125% !important;
=09=09}

}=09@media only screen and (max-width: 480px){
=09=09h4{
=09=09=09font-size:32px !important;
=09=09=09line-height:125% !important;
=09=09}

}=09@media only screen and (max-width: 480px){
=09=09table[class=3DmcnBoxedTextContentContainer] td[class=3DmcnTextCont=
ent]=2Ctd[class=3DmcnBoxedTextContentContainer] td[class=3DmcnTextConten=
t] p{
=09=09=09font-size:36px !important;
=09=09=09line-height:125% !important;
=09=09}

}=09@media only screen and (max-width: 480px){
=09=09table[id=3DtemplatePreheader]{
=09=09=09display:block !important;
=09=09}

}=09@media only screen and (max-width: 480px){
=09=09td[class=3DpreheaderContainer] td[class=3DmcnTextContent]=2Ctd[cl=
ass=3DpreheaderContainer] td[class=3DmcnTextContent] p{
=09=09=09font-size:28px !important;
=09=09=09line-height:115% !important;
=09=09}

}=09@media only screen and (max-width: 480px){
=09=09td[class=3DheaderContainer] td[class=3DmcnTextContent]=2Ctd[class=
=3DheaderContainer] td[class=3DmcnTextContent] p{
=09=09=09font-size:36px !important;
=09=09=09line-height:125% !important;
=09=09}

}=09@media only screen and (max-width: 480px){
=09=09td[class=3DbodyContainer] td[class=3DmcnTextContent]=2Ctd[class=
=3DbodyContainer] td[class=3DmcnTextContent] p{
=09=09=09font-size:36px !important;
=09=09=09line-height:125% !important;
=09=09}

}=09@media only screen and (max-width: 480px){
=09=09td[class=3DfooterContainer] td[class=3DmcnTextContent]=2Ctd[class=
=3DfooterContainer] td[class=3DmcnTextContent] p{
=09=09=09font-size:20px !important;
=09=09=09line-height:115% !important;
=09=09}

}=09@media only screen and (max-width: 480px){
=09=09td[class=3DfooterContainer] a[class=3DutilityLink]{
=09=09=09display:block !important;
=09=09}

}</style></head>
    <body leftmargin=3D"0" marginwidth=3D"0" topmargin=3D"0" marginheight=
=3D"0" offset=3D"0" style=3D"margin: 0;padding: 0;-ms-text-size-adjust: 10=
0%;-webkit-text-size-adjust: 100%;background-color: #ffffff;height: 100% !=
important;width: 100% !important;">
        <!--
-->
        <center>
            <table align=3D"center" border=3D"0" cellpadding=3D"0" cellspa=
cing=3D"0" height=3D"100%" width=3D"100%" id=3D"bodyTable" style=3D"border=
-collapse: collapse;mso-table-lspace: 0pt;mso-table-rspace: 0pt;-ms-text-s=
ize-adjust: 100%;-webkit-text-size-adjust: 100%;margin: 0;padding: 0;backg=
round-color: #ffffff;height: 100% !important;width: 100% !important;">
                <tr>
                    <td align=3D"center" valign=3D"top" id=3D"bodyCell" st=
yle=3D"mso-table-lspace: 0pt;mso-table-rspace: 0pt;-ms-text-size-adjust: 1=
00%;-webkit-text-size-adjust: 100%;margin: 0;padding: 20px;border-top: 0;h=
eight: 100% !important;width: 100% !important;">
                        <!-- BEGIN TEMPLATE // -->
                        <table border=3D"0" cellpadding=3D"0" cellspacing=
=3D"0" width=3D"600" id=3D"templateContainer" style=3D"border-collapse: co=
llapse;mso-table-lspace: 0pt;mso-table-rspace: 0pt;-ms-text-size-adjust: 1=
00%;-webkit-text-size-adjust: 100%;border: 0;">
                            <tr>
                                <td align=3D"center" valign=3D"top" style=
=3D"mso-table-lspace: 0pt;mso-table-rspace: 0pt;-ms-text-size-adjust: 100%=
;-webkit-text-size-adjust: 100%;">
                                    <!-- BEGIN PREHEADER // -->
                                    <table border=3D"0" cellpadding=3D"0"=
 cellspacing=3D"0" width=3D"600" id=3D"templatePreheader" style=3D"border-=
collapse: collapse;mso-table-lspace: 0pt;mso-table-rspace: 0pt;-ms-text-si=
ze-adjust: 100%;-webkit-text-size-adjust: 100%;min-width: 100%;background-=
color: #FFFFFF;border-top: 0;border-bottom: 0;">
                                        <tr>
                                        =09<td valign=3D"top" class=3D"pre=
headerContainer" style=3D"padding-top: 9px;mso-table-lspace: 0pt;mso-table=
-rspace: 0pt;-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;"><=
/td>
                                        </tr>
                                    </table>
                                    <!-- // END PREHEADER -->
                                </td>
                            </tr>
                            <tr>
                                <td align=3D"center" valign=3D"top" style=
=3D"mso-table-lspace: 0pt;mso-table-rspace: 0pt;-ms-text-size-adjust: 100%=
;-webkit-text-size-adjust: 100%;">
                                    <!-- BEGIN HEADER // -->
                                    <table border=3D"0" cellpadding=3D"0"=
 cellspacing=3D"0" width=3D"600" id=3D"templateHeader" style=3D"border-col=
lapse: collapse;mso-table-lspace: 0pt;mso-table-rspace: 0pt;-ms-text-size-=
adjust: 100%;-webkit-text-size-adjust: 100%;min-width: 100%;background-col=
or: #FFFFFF;border-top: 0;border-bottom: 0;">
                                        <tr>
                                            <td valign=3D"top" class=3D"he=
aderContainer" style=3D"mso-table-lspace: 0pt;mso-table-rspace: 0pt;-ms-te=
xt-size-adjust: 100%;-webkit-text-size-adjust: 100%;"></td>
                                        </tr>
                                    </table>
                                    <!-- // END HEADER -->
                                </td>
                            </tr>
                            <tr>
                                <td align=3D"center" valign=3D"top" style=
=3D"mso-table-lspace: 0pt;mso-table-rspace: 0pt;-ms-text-size-adjust: 100%=
;-webkit-text-size-adjust: 100%;">
                                    <!-- BEGIN BODY // -->
                                    <table border=3D"0" cellpadding=3D"0"=
 cellspacing=3D"0" width=3D"600" id=3D"templateBody" style=3D"border-colla=
pse: collapse;mso-table-lspace: 0pt;mso-table-rspace: 0pt;-ms-text-size-ad=
just: 100%;-webkit-text-size-adjust: 100%;min-width: 100%;background-color=
: #FFFFFF;border-top: 0;border-bottom: 0;">
                                        <tr>
                                            <td valign=3D"top" class=3D"bo=
dyContainer" style=3D"mso-table-lspace: 0pt;mso-table-rspace: 0pt;-ms-text=
-size-adjust: 100%;-webkit-text-size-adjust: 100%;"><table border=3D"0" ce=
llpadding=3D"0" cellspacing=3D"0" width=3D"100%" class=3D"mcnTextBlock" st=
yle=3D"border-collapse: collapse;mso-table-lspace: 0pt;mso-table-rspace: 0=
pt;-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;">
    <tbody class=3D"mcnTextBlockOuter">
        <tr>
            <td valign=3D"top" class=3D"mcnTextBlockInner" style=3D"mso-ta=
ble-lspace: 0pt;mso-table-rspace: 0pt;-ms-text-size-adjust: 100%;-webkit-t=
ext-size-adjust: 100%;">

                <table align=3D"left" border=3D"0" cellpadding=3D"0" cells=
pacing=3D"0" width=3D"NaN" class=3D"mcnTextContentContainer" style=3D"bord=
er-collapse: collapse;mso-table-lspace: 0pt;mso-table-rspace: 0pt;-ms-text=
-size-adjust: 100%;-webkit-text-size-adjust: 100%;">
                    <tbody><tr>

                        <td valign=3D"top" class=3D"mcnTextContent" style=
=3D"padding: 9px 18px;color: #000000;mso-table-lspace: 0pt;mso-table-rspac=
e: 0pt;-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;font-fami=
ly: Helvetica;font-size: 15px;line-height: 150%;text-align: left;">


<h2 class=3D"mc-toc-title" style=3D"margin: 0;padding: 0;display: block;fo=
nt-family: Helvetica;font-size: 26px;font-style: normal;font-weight: bold;=
line-height: 125%;letter-spacing: -.75px;text-align: left;color: #000000 !=
important;"><a href=3D"https://cultbranding.us1.list-manage.com/track/clic=
k?u=3Dc006bbdcbd27f0420f9c7a066&id=3Df891f38d60&e=3D4ed9cf398d" target=3D=
"_blank" style=3D"word-wrap: break-word;-ms-text-size-adjust: 100%;-webkit=
-text-size-adjust: 100%;color: #800000;font-weight: normal;text-decoration=
: underline;">How to Create Strong Brand Positioning in Your Market</a></h=
2>
<em>By BJ Bueno &#38; Scott Jeffrey</em><br>
<p style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100%;-webkit-te=
xt-size-adjust: 100%;color: #000000;font-family: Helvetica;font-size: 15px=
;line-height: 150%;text-align: left;"><img class=3D"aligncenter size-full=
 wp-image-7356 mcRssImage" src=3D"http://cultbranding.com/ceo/wp-content/u=
ploads/2014/05/Strong-Brand-Positioning-Nike.jpg" alt=3D"Strong-Brand-Posi=
tioning-Nike" width=3D"650" border=3D"0" style=3D"max-width: 100%;width: 1=
00%;padding-bottom: 0;display: inline;vertical-align: bottom;border: 0;hei=
ght: auto;outline: none;text-decoration: none;-ms-interpolation-mode: bicu=
bic;"></p>
<h2 dir=3D"ltr" style=3D"margin: 0;padding: 0;display: block;font-family:=
 Helvetica;font-size: 26px;font-style: normal;font-weight: bold;line-heigh=
t: 125%;letter-spacing: -.75px;text-align: left;color: #000000 !important;=
">What is Brand Positioning?</h2>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;">Put simply=2C brand posi=
tioning is the process of positioning your brand in the mind of your custo=
mers. Brand positioning is also referred to as a positioning strategy=2C b=
rand strategy=2C or a brand positioning statement.</p>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;">Popularized in Reis and=
 Trout=E2=80=99s bestselling <a href=3D"https://cultbranding.us1.list-mana=
ge.com/track/click?u=3Dc006bbdcbd27f0420f9c7a066&id=3Dd67e1ce159&e=3D=
4ed9cf398d" target=3D"_blank" rel=3D"noopener noreferrer" style=3D"word-wrap:=
 break-word;-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;colo=
r: #800000;font-weight: normal;text-decoration: underline;">Positioning: T=
he Battle for Your Mind</a>=2C the idea is to identify and attempt to =E2=
=80=9Cown=E2=80=9D a marketing niche for a brand=2C product=2C or service=
 using various strategies including pricing=2C promotions=2C distribution=
=2C packaging=2C and competition. The goal is to create a unique impressio=
n in the customer=E2=80=99s mind so that the customer associates something=
 specific and desirable with your brand that is distinct from rest of the=
 marketplace.</p>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;">Reis and Trout define po=
sitioning as &#8220;an organized system for finding a window in the mind.=
 It is based on the concept that communication can only take place at the=
 right time and under the right circumstances.&#8221;</p>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;">Brand positioning occurs=
 whether or not a company is proactive in developing a position=2C however=
=2C if management takes an intelligent=2C forward-looking approach=2C it c=
an positively influence its brand positioning in the eyes of its target cu=
stomers.</p>
<h2 dir=3D"ltr" style=3D"margin: 0;padding: 0;display: block;font-family:=
 Helvetica;font-size: 26px;font-style: normal;font-weight: bold;line-heigh=
t: 125%;letter-spacing: -.75px;text-align: left;color: #000000 !important;=
">Positioning Statements versus Taglines</h2>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;">Brand positioning statem=
ents are often confused with company taglines or slogans. Positioning stat=
ements are for internal use. These statements guide the marketing and oper=
ating decisions of your business. A positioning statement helps you make k=
ey decisions that affect your customer=E2=80=99s perception of your brand.=
</p>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;">A tag line is an externa=
l statement used in your marketing efforts. Insights from your positioning=
 statement can be turned into a tagline=2C but it is important to distingu=
ish between the two. (See examples of brand positioning statements and tag=
lines below.)</p>
<h2 dir=3D"ltr" style=3D"margin: 0;padding: 0;display: block;font-family:=
 Helvetica;font-size: 26px;font-style: normal;font-weight: bold;line-heigh=
t: 125%;letter-spacing: -.75px;text-align: left;color: #000000 !important;=
">7-Step Brand Positioning Strategy Process</h2>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;">In order to create a pos=
ition strategy=2C you must first identify your brand=E2=80=99s uniqueness=
 and determine what differentiates you from your competition.</p>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;">There are 7 key steps to=
 effectively clarify your positioning in the marketplace:</p>
<ol>
<li style=3D"-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;">D=
etermine how your brand is currently positioning itself</li>
<li style=3D"-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;">I=
dentify your direct competitors</li>
<li style=3D"-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;">U=
nderstand how each competitor is positioning their brand</li>
<li style=3D"-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;">C=
ompare your positioning to your competitors to identify your uniqueness</l=
i>
<li style=3D"-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;">D=
evelop a distinct and value-based positioning idea</li>
<li style=3D"-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;">C=
raft a brand positioning statement (see below)</li>
<li style=3D"-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;">T=
est the efficacy of your brand positioning statement (see 15 criteria belo=
w)</li>
</ol>
<h2 dir=3D"ltr" style=3D"margin: 0;padding: 0;display: block;font-family:=
 Helvetica;font-size: 26px;font-style: normal;font-weight: bold;line-heigh=
t: 125%;letter-spacing: -.75px;text-align: left;color: #000000 !important;=
">What is a Brand Positioning Statement?</h2>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;">A positioning statement=
 is a one or two sentence declaration that communicates your brand=E2=80=
=99s unique value to your customers in relation to your main competitors.<=
/p>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;">In <a href=3D"https://cu=
ltbranding.us1.list-manage.com/track/click?u=3Dc006bbdcbd27f0420f9c7a066&i=
d=3D51b0933cba&e=3D4ed9cf398d" target=3D"_blank" rel=3D"noopener noreferr=
er" style=3D"word-wrap: break-word;-ms-text-size-adjust: 100%;-webkit-text=
-size-adjust: 100%;color: #800000;font-weight: normal;text-decoration: und=
erline;">Crossing the Chasm</a>=2C Geoffrey Moore offers one way of formul=
ating a positioning statement: For (target customer) who (statement of the=
 need or opportunity)=2C the (product name) is a (product category) that (=
statement of key benefit; also called a compelling reason to believe). Unl=
ike (primary competitive alternative)=2C our product (statement of primary=
 differentiation). However=2C we provide a more simplified structure for f=
ormulating a Brand Positioning Statement in the following section.</p>
<h2 dir=3D"ltr" style=3D"margin: 0;padding: 0;display: block;font-family:=
 Helvetica;font-size: 26px;font-style: normal;font-weight: bold;line-heigh=
t: 125%;letter-spacing: -.75px;text-align: left;color: #000000 !important;=
">How to Create a Brand Positioning Statement</h2>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;">There are four essential=
 elements of a best-in-class positioning statement:</p>
<ol>
<li style=3D"-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;"><=
strong>Target Customer</strong>: What is a concise summary of the attitudi=
nal and demographic description of the target group of customers your bran=
d is attempting to appeal to and attract?</li>
<li style=3D"-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;"><=
strong>Market Definition</strong>: What category is your brand competing i=
n and in what context does your brand have relevance to your customers?</l=
i>
<li style=3D"-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;"><=
strong>Brand Promise</strong>: What is the most compelling (emotional/rati=
onal) benefit to your target customers that your brand can own relative to=
 your competition?</li>
<li style=3D"-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;"><=
strong>Reason to Believe</strong>: What is the most compelling evidence th=
at your brand delivers on its brand promise?</li>
</ol>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;">After thoughtfully answe=
ring these four questions=2C you can craft your positioning statement:</p>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;">For [target customers]=
=2C [company name] is the [market definition] that delivers [brand prom=
ise] because only [company name] is [reason to believe].</p>
<h2 dir=3D"ltr" style=3D"margin: 0;padding: 0;display: block;font-family:=
 Helvetica;font-size: 26px;font-style: normal;font-weight: bold;line-heigh=
t: 125%;letter-spacing: -.75px;text-align: left;color: #000000 !important;=
">Two Examples of Positioning Statements</h2>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;"><a href=3D"https://cultb=
randing.us1.list-manage.com/track/click?u=3Dc006bbdcbd27f0420f9c7a066&id=
=3D3cf24bd6f7&e=3D4ed9cf398d" target=3D"_blank" rel=3D"noopener noreferre=
r" style=3D"word-wrap: break-word;-ms-text-size-adjust: 100%;-webkit-text-=
size-adjust: 100%;color: #800000;font-weight: normal;text-decoration: unde=
rline;">Amazon.com</a> used the following positioning statement in 2001 (w=
hen it almost exclusively sold books):</p>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;">For World Wide Web users=
 who enjoy books=2C Amazon.com is a retail bookseller that provides instan=
t access to over 1.1 million books. Unlike traditional book retailers=2C A=
mazon.com provides a combination of extraordinary convenience=2C low price=
s=2C and comprehensive selection.</p>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;"><a href=3D"https://cultb=
randing.us1.list-manage.com/track/click?u=3Dc006bbdcbd27f0420f9c7a066&id=
=3D968c93bb9e&e=3D4ed9cf398d" target=3D"_blank" rel=3D"noopener noreferre=
r" style=3D"word-wrap: break-word;-ms-text-size-adjust: 100%;-webkit-text-=
size-adjust: 100%;color: #800000;font-weight: normal;text-decoration: unde=
rline;">Zipcar.com</a> used the following positioning statement when it es=
tablished its business was founded in 2000:</p>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;">To urban-dwelling=2C edu=
cated techno-savvy consumers=2C when you use Zipcar car-sharing service in=
stead of owning a car=2C you save money while reducing your carbon footpri=
nt.</p>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;"><img class=3D"alignnone=
 size-medium wp-image-6098 mcRssImage" style=3D"max-width: 100%;width: 100=
%;padding-bottom: 0;display: inline;vertical-align: bottom;border: 0;heigh=
t: auto;outline: none;text-decoration: none;-ms-interpolation-mode: bicubi=
c;" src=3D"http://cultbranding.com/ceo/wp-content/uploads/2014/03/BMW-Tagl=
ine-Brand-Positioning-300x210.jpg" alt=3D"BMW-Tagline-Brand-Positioning" w=
idth=3D"500" border=3D"0"></p>
<h2 dir=3D"ltr" style=3D"margin: 0;padding: 0;display: block;font-family:=
 Helvetica;font-size: 26px;font-style: normal;font-weight: bold;line-heigh=
t: 125%;letter-spacing: -.75px;text-align: left;color: #000000 !important;=
"></h2>
<h2 dir=3D"ltr" style=3D"margin: 0;padding: 0;display: block;font-family:=
 Helvetica;font-size: 26px;font-style: normal;font-weight: bold;line-heigh=
t: 125%;letter-spacing: -.75px;text-align: left;color: #000000 !important;=
"></h2>
<h2 dir=3D"ltr" style=3D"margin: 0;padding: 0;display: block;font-family:=
 Helvetica;font-size: 26px;font-style: normal;font-weight: bold;line-heigh=
t: 125%;letter-spacing: -.75px;text-align: left;color: #000000 !important;=
">15 Examples of Taglines</h2>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;">Once you have a strong b=
rand positioning statement you can create a tagline or slogan that helps e=
stablish the position you=E2=80=99re looking to own. Here are 15 examples:=
</p>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;"><strong>Mercedes-Benz</s=
trong>: Engineered like no other car in the world</p>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;"><strong>BMW</strong>: Th=
e ultimate driving machine</p>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;"><strong>Southwest Airlin=
es</strong>: The short-haul=2C no-frills=2C and low-priced airline</p>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;"><strong>Avis</strong>: W=
e are only Number 2=2C but we try harder</p>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;"><strong>Wharton Business=
 School</strong>: The only business school that trains managers who are gl=
obal=2C cross-functional=2C good leaders=2C and leveraged by technology</p=
>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;"><strong>Famous Footwear<=
/strong>: The value shoe store for families</p>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;"><strong>Miller Lite</str=
ong>: The only beer with superior taste and low caloric content</p>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;"><strong>State Farm</stro=
ng>: Like a good neighbor=2C State Farm is there.</p>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;"><strong>L&#8217;Oreal</s=
trong>: Because you&#8217;re worth it.</p>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;"><strong>Walmart</strong>=
: Always low prices. Always.</p>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;"><strong>Nike</strong>: J=
ust do it</p>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;"><strong>Coca-Cola</stron=
g>: The real thing</p>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;"><strong>Target</strong>:=
 Expect more. Pay less.</p>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;"><strong>Volvo</strong>:=
 For life.</p>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;"><strong>Home Depot</stro=
ng>: You can do it. We can help.</p>
<h2 dir=3D"ltr" style=3D"margin: 0;padding: 0;display: block;font-family:=
 Helvetica;font-size: 26px;font-style: normal;font-weight: bold;line-heigh=
t: 125%;letter-spacing: -.75px;text-align: left;color: #000000 !important;=
">15 Criteria for Evaluating Your Brand Positioning Strategy</h2>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;">An intelligent and well-=
crafted positioning statement is a powerful tool for bring focus and clari=
ty to your marketing strategies=2C advertising campaigns=2C and promotiona=
l tactics. If used properly=2C this statement can help you make effective=
 decisions to help differentiate your brand=2C attract your target custome=
rs=2C and win market share from your competition.</p>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;">Here are 15 criteria for=
 checking your brand positioning:</p>
<ol>
<li style=3D"-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;">D=
oes it differentiate your brand?</li>
<li style=3D"-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;">D=
oes it match customer perceptions of your brand?</li>
<li style=3D"-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;">D=
oes it enable growth?</li>
<li style=3D"-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;">D=
oes it identify your brand=E2=80=99s unique value to your customers?</li>
<li style=3D"-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;">D=
oes it produce a clear picture in your mind that=E2=80=99s different from=
 your competitors?</li>
<li style=3D"-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;">I=
s it focused on your core customers?</li>
<li style=3D"-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;">I=
s it memorable and motivating?</li>
<li style=3D"-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;">I=
s it consistent in all areas of your business?</li>
<li style=3D"-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;">I=
s it easy to understand?</li>
<li style=3D"-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;">I=
s it difficult to copy?</li>
<li style=3D"-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;">I=
s it positioned for long-term success?</li>
<li style=3D"-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;">I=
s your brand promise believable and credible?</li>
<li style=3D"-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;">C=
an your brand own it?</li>
<li style=3D"-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;">W=
ill it withstand counterattacks from your competitors?</li>
<li style=3D"-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;">W=
ill it help you make more effective marketing and branding decisions?</li>
</ol>
<h2 dir=3D"ltr" style=3D"margin: 0;padding: 0;display: block;font-family:=
 Helvetica;font-size: 26px;font-style: normal;font-weight: bold;line-heigh=
t: 125%;letter-spacing: -.75px;text-align: left;color: #000000 !important;=
">Repositioning Positioning</h2>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;">The unfortunate reality=
 is that no marketer has the power to position anything in the customer=E2=
=80=99s mind=2C which is the core promise of positioning. The notion that=
 positions are created by marketers has to die. Each customer has their ow=
n idea of what you are.</p>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;">Positioning is not somet=
hing you do=2C but rather=2C is the result of your customer=E2=80=99s perc=
eption of what you do. Positioning is not something we can create in a vac=
uum=E2=80=94the act of positioning is a co-authored experience with the cu=
stomers.</p>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;">Behind your positioning=
 statement or tagline is your intention=E2=80=94how you desire your busine=
ss to be represented to customers. Once the real role of positioning is un=
derstood=2C having a tagline or a positioning statement can be useful by c=
larifying your brand=E2=80=99s essence within your organization.</p>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;">By examining the essence=
 of what you are and comparing it with what your customers want=2C the doo=
rs open to building a business with a strong positioning in the mind of th=
e customer. Why? Great brands merge their passion with their positioning i=
nto one statement that captures the essence of both.</p>
<h2 dir=3D"ltr" style=3D"margin: 0;padding: 0;display: block;font-family:=
 Helvetica;font-size: 26px;font-style: normal;font-weight: bold;line-heigh=
t: 125%;letter-spacing: -.75px;text-align: left;color: #000000 !important;=
">Integrating Your Brand Positioning in Your Customer=E2=80=99s Mind</h2>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;">To position your brand i=
n your customer=E2=80=99s mind=2C you must start from within your business=
=2E Every member of your organization that touches the customer has to be th=
e perfect expression of your position. And=2C since everyone touches the c=
ustomer in some way=2C everyone should be the best expression of your posi=
tion.</p>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;">Now comes the hard part:=
 Put up everything that represents your brand on a wall. List all <a href=
=3D"https://cultbranding.us1.list-manage.com/track/click?u=3Dc006bbdcbd27f=
0420f9c7a066&id=3Df79ed78225&e=3D4ed9cf398d" target=3D"_blank" rel=3D"noo=
pener noreferrer" style=3D"word-wrap: break-word;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #800000;font-weight: normal;text-d=
ecoration: underline;">your brand=E2=80=99s touch points</a>=E2=80=94every=
 point of interaction with your customer. =C2=A0With a critical=2C yet int=
uitive eye=2C ask:</p>
<ul>
<li style=3D"-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;">H=
ow can I more fluidly communicate my brand=E2=80=99s desired position?</li=
>
<li style=3D"-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;">D=
oes every touch point look=2C say=2C and feel like the brand I want my cus=
tomers to perceive?</li>
</ul>
<p dir=3D"ltr" style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100=
%;-webkit-text-size-adjust: 100%;color: #000000;font-family: Helvetica;fon=
t-size: 15px;line-height: 150%;text-align: left;">Many marketers don=E2=80=
=99t have the clarity and conviction of following through on their words.=
 Without certainty=2C you default to the status quo. Turn everything you d=
o into an expression of your desired positioning and you can create someth=
ing special. This takes courage; to actively position your brand means you=
 have to stand for something. Only then are you truly on your way to ownin=
g your very own position in the mind of your customer.</p>
<p style=3D"margin: 1em 0;padding: 0;-ms-text-size-adjust: 100%;-webkit-te=
xt-size-adjust: 100%;color: #000000;font-family: Helvetica;font-size: 15px=
;line-height: 150%;text-align: left;">Onward!</p>
<br>
<br>
<a href=3D"https://cultbranding.us1.list-manage.com/track/click?u=3Dc006bb=
dcbd27f0420f9c7a066&id=3Da3065369cf&e=3D4ed9cf398d" target=3D"_blank" sty=
le=3D"word-wrap: break-word;-ms-text-size-adjust: 100%;-webkit-text-size-a=
djust: 100%;color: #800000;font-weight: normal;text-decoration: underline;=
"><img src=3D"http://cdn-images.mailchimp.com/social_connect_tweet.png" bo=
rder=3D"0" width=3D"55" height=3D"20" style=3D"display: inline;border: 0;o=
utline: none;text-decoration: none;-ms-interpolation-mode: bicubic;height:=
 auto !important;" alt=3D"share on Twitter"></a> <a href=3D"https://cultbr=
anding.us1.list-manage.com/track/click?u=3Dc006bbdcbd27f0420f9c7a066&id=3D=
1e4ff11473&e=3D4ed9cf398d" title=3D"Like How to Create Strong Brand Posit=
ioning in Your Market on Facebook" rel=3D"socialproxy" id=3D"fblike-16667e=
7e" style=3D"word-wrap: break-word;-ms-text-size-adjust: 100%;-webkit-text=
-size-adjust: 100%;color: #800000;font-weight: normal;text-decoration: und=
erline;"><img src=3D"http://cdn-images.mailchimp.com/fb/like.gif" border=
=3D"0" alt=3D"Like How to Create Strong Brand Positioning in Your Market o=
n Facebook" height=3D"20" width=3D"48" style=3D"display: inline;border: 0;=
outline: none;text-decoration: none;-ms-interpolation-mode: bicubic;height=
: auto !important;"></a>&nbsp;<a href=3D"https://cultbranding.us1.list-man=
age.com/track/click?u=3Dc006bbdcbd27f0420f9c7a066&id=3D49cb95b37c&e=3D=
4ed9cf398d" target=3D"_blank" style=3D"word-wrap: break-word;-ms-text-size-ad=
just: 100%;-webkit-text-size-adjust: 100%;color: #800000;font-weight: norm=
al;text-decoration: underline;"><img align=3D"none" height=3D"20" src=3D"h=
ttps://gallery.mailchimp.com/c006bbdcbd27f0420f9c7a066/images/3e298c82-a74=
1-4290-a53b-b33583500058.png" style=3D"width: 80px;height: 20px;margin: 0p=
x;border: 0;outline: none;text-decoration: none;-ms-interpolation-mode: bi=
cubic;" width=3D"80"></a><br>
<br>

                        </td>
                    </tr>
                </tbody></table>

            </td>
        </tr>
    </tbody>
</table></td>
                                        </tr>
                                    </table>
                                    <!-- // END BODY -->
                                </td>
                            </tr>
                            <tr>
                                <td align=3D"center" valign=3D"top" style=
=3D"mso-table-lspace: 0pt;mso-table-rspace: 0pt;-ms-text-size-adjust: 100%=
;-webkit-text-size-adjust: 100%;">
                                    <!-- BEGIN FOOTER // -->
                                    <table border=3D"0" cellpadding=3D"0"=
 cellspacing=3D"0" width=3D"600" id=3D"templateFooter" style=3D"border-col=
lapse: collapse;mso-table-lspace: 0pt;mso-table-rspace: 0pt;-ms-text-size-=
adjust: 100%;-webkit-text-size-adjust: 100%;min-width: 100%;background-col=
or: #FFFFFF;border-top: 0;border-bottom: 0;">
                                        <tr>
                                            <td valign=3D"top" class=3D"fo=
oterContainer" style=3D"padding-bottom: 9px;mso-table-lspace: 0pt;mso-tabl=
e-rspace: 0pt;-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;">=
<table border=3D"0" cellpadding=3D"0" cellspacing=3D"0" width=3D"100%" cla=
ss=3D"mcnTextBlock" style=3D"border-collapse: collapse;mso-table-lspace: 0=
pt;mso-table-rspace: 0pt;-ms-text-size-adjust: 100%;-webkit-text-size-adju=
st: 100%;">
    <tbody class=3D"mcnTextBlockOuter">
        <tr>
            <td valign=3D"top" class=3D"mcnTextBlockInner" style=3D"mso-ta=
ble-lspace: 0pt;mso-table-rspace: 0pt;-ms-text-size-adjust: 100%;-webkit-t=
ext-size-adjust: 100%;">

                <table align=3D"left" border=3D"0" cellpadding=3D"0" cells=
pacing=3D"0" width=3D"599" class=3D"mcnTextContentContainer" style=3D"bord=
er-collapse: collapse;mso-table-lspace: 0pt;mso-table-rspace: 0pt;-ms-text=
-size-adjust: 100%;-webkit-text-size-adjust: 100%;">
                    <tbody><tr>

                        <td valign=3D"top" class=3D"mcnTextContent" style=
=3D"padding-top: 9px;padding-right: 18px;padding-bottom: 9px;padding-left:=
 18px;mso-table-lspace: 0pt;mso-table-rspace: 0pt;-ms-text-size-adjust: 10=
0%;-webkit-text-size-adjust: 100%;color: #606060;font-family: Helvetica;fo=
nt-size: 11px;line-height: 125%;text-align: left;">

                            <em>Copyright =C2=A9 2017 The Cult Branding Co=
mpany=2C All rights reserved.</em>
<br>
    Your subscribed to our mailing list via www.CultBranding.com.
    <br>
    <br>
    <strong>Our mailing address is:</strong>
    <br>
    <div class=3D"vcard"><span class=3D"org fn">The Cult Branding Company<=
/span><div class=3D"adr"><div class=3D"street-address">PO Box 470212</div>=
<span class=3D"locality">Celebration</span>=2C <span class=3D"region">Flor=
ida</span>  <span class=3D"postal-code">34747-9992</span></div><br><a href=
=3D"//cultbranding.us1.list-manage.com/vcard?u=3Dc006bbdcbd27f0420f9c7a066=
&id=3Dc5a4b39495" class=3D"hcard-download">Add us to your address book</a>=
</div>
    <br>
    <br>
    <a href=3D"https://cultbranding.us1.list-manage.com/unsubscribe?u=3Dc0=
06bbdcbd27f0420f9c7a066&id=3Dc5a4b39495&e=3D4ed9cf398d&c=3Da7ae4d2358" class=
=3D"utilityLink" style=3D"word-wrap: break-word;-ms-text-size-adjust: 100%=
;-webkit-text-size-adjust: 100%;color: #606060;font-weight: normal;text-de=
coration: underline;">unsubscribe from this list</a>&nbsp;&nbsp;&nbsp;
    <a href=3D"https://cultbranding.us1.list-manage.com/profile?u=3Dc006bb=
dcbd27f0420f9c7a066&id=3Dc5a4b39495&e=3D4ed9cf398d" class=3D"utilityLink" st=
yle=3D"word-wrap: break-word;-ms-text-size-adjust: 100%;-webkit-text-size-=
adjust: 100%;color: #606060;font-weight: normal;text-decoration: underline=
;">update subscription preferences</a>&nbsp;
    <br>
    <br>
                        </td>
                    </tr>
                </tbody></table>

            </td>
        </tr>
    </tbody>
</table></td>
                                        </tr>
                                    </table>
                                    <!-- // END FOOTER -->
                                </td>
                            </tr>
                        </table>
                        <!-- // END TEMPLATE -->
                    </td>
                </tr>
            </table>
        </center>
    <img src=3D"https://cultbranding.us1.list-manage.com/track/open.php?u=
=3Dc006bbdcbd27f0420f9c7a066&id=3Da7ae4d2358&e=3D4ed9cf398d" height=3D"1"=
 width=3D"1"></body>
</html>
--_----------=_MCPart_1282205565--