Drayton Bird on the importance of market positioning and how to get it wrong

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The most important question in marketing and often the most ignored, is; why should somebody choose you? In this lesson, advertising legend, Drayton Bird, describes the hard way to get the right answer…

Video length: 8:48

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About Drayton Bird

In 2003 the Chartered Institute of Marketing named Drayton Bird one of the 50 people who shaped modern marketing. He has worked in 54 countries with every brand from American Express and Bentley to Volkswagen and Unilever and written to sell everything from Airbus to Peppa Pig.

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