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Totally unremarkable, 5 classic mistakes in positioning

The do's also include the don'ts. According to the founders of positioning, these are the 5 classic mistakes that companies make over and over again, do you too?

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Positioning: 6 lessons that have been central since 1970

6 important lessons in positioning from 1970. In the book that first introduced positioning, the authors share lessons that are just as relevant today.

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Positioning and Brand Strategy Unilever: 3 Practical Lessons

Unilever changed course. We discuss 3 lessons from Unilever's positioning and brand strategy that you can immediately apply to your own organization.

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Translating Brand Strategy into Positioning in 5 Steps

Brand strategy and positioning, what is the difference actually? After this article, you will know that and how to translate a brand strategy into positioning!

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Positioning Rabobank, a neglected backyard?

Positioning Rabobank critically discussed: is the heart with global cities, or with the backyards on which the bank has built for years?

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The Pitfalls of Translating Website Text

Translate a simple final step into website text or is it not that simple? We discuss what you need to pay attention to for properly translating website text.

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Writing website text that contributes to your findability (SEO)?

Writing website text that gets read, that is the goal. How do you ensure you are findable? How does SEO actually work? What SEO myths are there?

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What is the right tone for your website text?

Tone or style is decisive for the quality of website text. How do you determine the right tone for the website text you are going to write?

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Writing website text: How do you get input from your organization?

When writing website text, it is essential that information comes from across the entire organization, but how do you concretely obtain this input?

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The structure and composition of good website text

Goals and subtopics determine the structure of website content. This section enables you to write website content in a short amount of time.

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In practice: How many words does a good website text contain?

How many words does a good website text contain? A practical guide on the visitor's attention span and the required number of words.

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Writing Website Text: Which Texts Are Essential?

You already know quite a bit about writing website text, but where do you start and what do you need? In this article, we discuss how to create a content plan.

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