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"Nostalgia is the selling point of their product, but this is a living history and a story of resistance and not falling to the forces, " he said.
WSJ: A Lower East Side Matzo Story, Leavened With History
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"I think the authenticity and the raw African-ness of 'The Lion King' is a bigger selling point than any other product that has ever been on Broadway or on stage, done with a world-class quality approach, " says Lebo, who is determined to keep the show's feel authentically African by making sure that all international productions feature South African performing in them.
CNN: Roaring success of 'Lion King' musician
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You identify a simple selling point that differentiates the product or service from its competition in the minds of consumers, and you use the branding to ensure that this selling point sticks.
FORBES: Marketers should make a statement and make it stick.