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Pong meet Atari
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Eventually, someone else builds a better product based on superior technology and steals your position, or at the very least, dilutes it. To build a brand on a product or technology is putting the cart before the horse. Price and quality are unsustainable points of differentiation. By delivering on the benefits, as opposed to features, a brand can focus on owning a mindset position instead of a product position. This encourages innovation and as such your brand reflects its potential not its confinements.
If you think your product is your brand, think again.
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