Case in Point: Preventing your brand from being defined by what it doesn’t do

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The big idea: Often, brands are positioned not by their actions but by lack thereof. Once-successful brands may find themselves repositioned by competitors' actions or changing consumer tastes. A good hard look at the brand's roots and relevance may reveal sufficient muscle to get back in the game, not by expensive and risky repositioning, but by reinvigorating what made it great at the start.

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