Payless’s “Palessi” Demonstrates the Power of Brand Positioning

What is Brand Positioning?

Brand positioning is “the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market” (Philip Kotler, the father of modern marketing). It helps to set your business apart from the rest.

Why did Palessi work?

Perception

Create Your Brand Position

Brand positioning should be one of the early strategy decisions when building your brand. First impressions are everything, and you can spend years trying to change how customers perceive your brand.

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