Page 34 - LittleBookofPositioning_KB_DIGI_Neat
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Part Two:

                 Customer

                 promise





                 Create the value.

                 Every company, product or service
                 must promote the benefits and
                 value it brings to customers in
                 context. Develop value messages
                 that meet your customers’ goals
                 in their context: these are the
                 promises you make. It is what
                 creates the attraction. Customer
                 value is aligned with each
                 customer segment.















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