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Problem: Audiopoint’s technology was state-of-the-art,
but the company’s competitors offered similar technology.
Whether the competitors’ products were better or inferior, all the
competitors were much better funded than Audiopoint.
Solution: Boscobel came up with a branding message
that positioned Audiopoint as “Your Audiopoint-of-entry
to the Web.” The tag line captured the essence of the
consumer benefit: audio access. The line also included the
company’s name, which is especially important for a new
firm.
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