Someone once said that the more things change, the more they stay the same. Well, the public relations industry has changed dramatically over the past twelve months—with content marketing and visual storytelling at the forefront. One thing that hasn’t changed—at least not in my opinion—is the importance of precise positioning for a company or for a product. Without proper brand positioning, and hence the messages derived from that positioning, there would be no content for content marketing and no story for visual storytelling.
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