MEDICAL PRODUCT LAUNCHES: BARRIERS TO SUCCESS

We are the Recognized Leader. Imitating the brand position of the market leader rather than identifying a unique brand position that is credible, actionable, and clearly differentiated from your competitors. Everyone loves a winner and it is natural to think that if you are more like them, you will succeed. In strategic brand marketing you must create a unique brand position that is important to the target market, then "own" that position in their minds, hearts and egos.

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