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Taglines Are the First Step to Emotionally-Engaged Customers

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Howard Marsh
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The art of positioning is one of the hardest concepts to grasp in marketing.

I would argue that most marketers struggle with it, and very few actually nail it.

In this new series on Entrepreneur.com, we will de-construct the elusive concept of positioning by breaking it into bite-size pieces so that we can make it real, tangible and applicable to your business and brand.

In its simplest of forms, positioning is how you want your customers to feel about your brand.

Positioning should be inherently based on emotions -- it’s how you want people to feel about your brand.

It’s not what your brand does, it’s not a claim and it’s not a product feature.

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Howard Marsh
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