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The pace and frequency with which brands communicate on social media require responses and reactions that are fast, precise and empathetic. What many marketers seem to neglect in this ever-evolving communications sphere is brand positioning. Marketers who react on the fly without any consideration for the way in which their brand communicates can undo years’ worth of work to build brand loyalty and confidence – all by simply failing to take brand positioning into consideration. Brand positioning endures; brand tactics evolve Though a brand strategy should constantly evolve to remain relevant and responsive, brand positioning is not something that should change frequently, regardless of the communications channel or the age and stage of the brand. Consider Nike and Apple – their brand positioning has remained rooted in a core consumer insight, even as their product and messages change. Just because we have a new communication channel that is young and popular, doesn’t mean you shoul...

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