Positioning helps you to determine your core messages, which stories help to communicate them, and which are irrelevant, likely to be misinterpreted or best kept to yourself. If you listen to your customers and prospects and relate to them in their terms, they respond positively. If you live up to your promises, you make friends. If you make your destination relevant to their human condition, you gain advocates. If you fail to set realistic expectations, promise something you can’t deliver, or succeed at attracting a customer that will never be happy with what your brand has to offer, you will lose.
And they will talk about your brand behind your back. On social networks, in plain view of everyone who cares to pay attention.
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