what makes a brand recognized, and what makes it chosen.

Refusal Is Structural, Not Behavioral
Brand Strategy, Positioning Ludmila Lacerda Barros Brand Strategy, Positioning Ludmila Lacerda Barros

Refusal Is Structural, Not Behavioral

The advice to walk away from work that is not a fit is correct and almost entirely unusable. It asks for the most pressure-resistant behavior available, at the moment of maximum pressure, from whoever is least able to supply it. Refusal that holds is not a decision made in the room. It is a set of criteria decided long before the room.

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