Editor - David Taylor

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if you have defined your market in benefit terms, rather than product terms,

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David, This idea is also known as Brand utility. Brand utililty has become more realizable and actionable in the digital world and apps which provide real service are a good example of that. But real world/physical utility examples also abound. Betty Crocker recipe books were an early example of this. here is a link to a good presentation on the topic. http://www.slideshare.net/idelange/a-useful-guide-to-the-brand-utility-3961712

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