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In the early days of business computers, salespeople for one of the largest and best-known suppliers, lived with this mantra: “nobody ever was fired for purchasing an IBM.” Computer technology was new, and many of the machines were unreliable, so the market leader appealed to safety and security.
Today, brand recognition in business machines has greatly receded. Many users know little or nothing about the brand they are using, and there is little concern about reliability or quality.
Similar changes have happened with automobiles, home appliances and other things that we buy.
When positioning your business in the marketplace it's important to recognize that performance guarantees will replace brand awareness, and vendors understand that a serious lapse in quality will be fatal.
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