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Harland Clarke | Acquisition and Retention Marketing

The branding sweet spot

This simple illustration shows you exactly where to focus your brand – The Sweet Spot, where “the things people want most” intersects with “what you do best” and “what your competitors suck at.”

Source: Brad Van Auken

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The Financial Brand Forum 2016 | May 16-18 | Cosmopolitan of Las Vegas


  1. Truth.

    It’s hard being honest, especially about yourself. It takes a lot to admit, “Hey, there really isn’t anything special about us.”

    At the very least, concentrate your brand around what you do best that people want most – never mind if it’s not differentiated. But even then, it’s tough to figure out what you’re really good at. When you’re being honest.

  2. Good visual. The trick now is to answer each one of those questions!

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