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Single-minded positioning is widely touted as a universal truth. Yet many brands in consumer and b-to-b markets defy it. They outgrow it or eschew it altogether and still succeed. Here are three examples:
IBM. From “Internet in a box” to “Solutions for a small planet” and then “E-business on demand,” IBM never really owned the key language or ideas. They were co-opted by and from the marketplace. Yet IBM keeps forging ahead.
Nike. To observers and customers alike, this brand never embraced a discernible single-minded positioning.
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