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Chamber Executive Article Archive

Defining the Business of Your Brand

Chuck Mattina

A strong focus on member and community needs strengthens the chamber brand.  To compete effectively and drive growth, the chamber brand must be important, relevant, and compelling to current and future members.  Successful companies such as Starbucks, Target, and FedEx have built strong brands that dominate in extremely competitive fields.  While branding and positioning are not exact sciences, the reward of identifying a brand promise that is important, believable, and distinctive-and then owning the position in the minds of your target audience-is the platform for sustainable growth and success that we desire.

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