No defines the brand. Every yes expands. Every no sharpens. Brands that try to serve everyone end up meaning nothing. The ones people obsess over stand against something. A type of customer. A category norm. A way of thinking. Rejection creates identity. Identity creates loyalty. If you don’t choose what to exclude, the market won’t choose you. Follow RABT for strategy that builds bold brands. #brandstrategy #brandpositioning #boldbranding #brandidentity #rabt