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  1. Vikas Dubey
    Feb 14 - 2:08 am

    It is easy to position a brand if the myth around the brand is known to the marketer.

    According to Derrida, Western thought always divides a text into polar opposites eg good/bad, adventure vs security, indoor vs outdoor.

    A brand creates myth by resolving the contradiction between these polar opposites.eg Apple creates myth by resolving complexity vs simplicity contradiction.

    I think whenever the myth at the heart of a brand fades, its time to reposition.

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