All the marketing books are telling you that it is important to differentiate your brand. But it is not always clear how to do it in a way that is meaningful for your business and leads to brand sales.

POSITIONING. DO I REALLY NEED IT?

Positioning is all about differentiating your brand in the mind of the consumer. Positioning is creating the perceptions you want your target consumer to associate with your brand. Having a brand positioning is not an end in itself. It is just the beginning of the journey. It is the foundation on which your brand strategy, innovation, communication and brand plans and tactics are built. (The end of the journey should always be brand sales & brand growth! )

POSITIONING. DO I REALLY HAVE IT?

One of the very first questions I ask when I work with a brand team is about their brand positioning. It is sad to see how many use the terminology without actually understanding it clearly and, as a result, being unable to use it to drive brand growth. Examples such as “my brand positioning is premium” or “my products are made with natural ingredients” will hardly give the brand team a clear direction on what the next innovation is or how the next communication campaign will appear. If your positioning is just about fancy words and is not ACTIONABLE, your brand most surely is losing money, if not now, in the long-term. You need a clear brand positioning not because the books say so, but because you want brand growth.

POSITIONING. HOW TO GO ABOUT IT?

If you prefer to build your brand positioning on your own, you can use as guidance the 4 steps in positioning a brand as described by Jack Trout, the father of positioning:
1) Study your competitors and identify the attributes and / or benefits they own in the mind of the consumer
2) Assess your strengths and weaknesses (product, services, packaging, communication, distribution, customer help etc) and look for that differentiating idea.
3) Think long term: can you support your differentiating idea with facts?
4) Communicate the differentiating idea to your target consumers.

From my experience with brands, a positioning that is actionable should consider as a minimum 4 elements:

1. Brand’s target: clearly you want to differentiate your brand in the minds of consumers. For that to happen you have to know WHO your consumers are.

Segment your market and chose your target. You can do that by using either sophisticated segmentation research or common sense. Chose the segment you want to target and try to find out as many things about them as possible (age, gender, where they live, how they live their life, what they like to eat, see, do, if they have any preferences, what their dislikes are etc). Knowing your consumers better will help you find the space in their minds and hearts that is relevant to them.

2. Competitors: your brand does not exist in a silo. Consumers evaluate all the available brands and decide which one addresses their needs and shares the same values. You have to be very clear about who are your direct or indirect competitors and how consumers perceived them.

Make sure you talk about consumers’ perceptions, not yours. You can quickly distinguish between what YOU believe consumers perceive and what consumers actually perceive by asking this question: “Where do I have this information from” – if it is from research, industry knowledge, consumers blogs or FACEBOOK, you know for sure that this is what the consumers think.

3. Consumers’ need: as a marketer you should be able to know what needs your consumers have.

Obviously, you want to address with your brand those needs that are stronger. Even if your brand has “state-of-the-art” features and benefits, if there is no need for them or consumers are indifferent to them, it might be a lottery for your brand to win in the marketplace.

Here are a few of the most common needs that brands address: to be loved, to achieve something, to have fun, to be free, to stay clean, to have friends, to be accepted, to get attention, to win, to be healthy, to be beautiful. What about your brand? What kind of needs does it address?

4. Brand’s benefits: this is the trickiest part of the positioning exercise. Most marketers are so attached to their brand or know it so well, that it is difficult to stay objective. Even more, valuable features are sometimes taken for granted. When you build your list of benefits, 2 pieces of advice here:

– Look outside your category. For example, if you are a gifting chocolate brand, look at cosmetics or fashion. See what other brand benefits are appreciated by your target consumers and see if you have those to offer.
– Stick to your core expertise – do not force onto the list benefits that your brand does not have, just because the consumers want them. Your company must have the capabilities to support delivering these benefits over the long-term. For example, if your product is not made with natural ingredients and therefore doesn’t give the consumers a natural, wholesome experience, do not claim it just because the trend is towards natural. There are many other trends you can tap into. Stay true to yourself and to your brand. Consumers will appreciate it.

You can spend one day or a whole month to define your brand positioning – depending on how thorough you want to be. In both cases, the output should be a positioning statement. This is the positioning statement template I use when I work with my clients:

For (target consumer) who want (the need), (name of brand) is (the category or frame of reference) that delivers (benefits) because only (brand name) is (reasons to believe).
votersedge
eurostreaming
dfri
hydrapiglephant
cxengage
uia
seoxserver
mavic
guidehouse
usalocalads
machothemes
yorunoteiou
v2xmrig
minsocam
tahlequahdailypress
hierugo
lovertab
tec
inbenta
ruwix
derytelecom
kinoo
aerocorner
bisnet-dns
qoly
giffa
esdiario
1616
flextv
usfigureskating
adroitssd
nabic
stylenanda
campbowwow
clover
adrelayer
isdin
streamspot
city-wiki
trendrr
rndtech
obec
coursesu
alljobs
convergeone
irkutskenergo
rtvonline
orgsync
enplug
convertfiles
pf
mbee
bitcoinclix
crumbl
braginhost
bvunet
vht
netwurx
vegaperience
newpages
drvsky
fapl
bvmw
bawagpsk
investorvillage
twinkvideos
chinataiwan
healthcaremagic
mediaraven
hanjutv
jikeigroup
182-airtel
dropboxteam
kinghost
diplomgoosznak
musikunivers
kadokawa
remotedesktop
zhuangpeitu
iphone-ticker
jah
computextaipei
bjjfanatics
hotelcommission
newsen
jwview
terakeet
jps
media56
ingesoft
nsuwp
qlyfhdns
manhatic
responsibility
jemogfix
sk
sugarandcloth
the-blueprints
mbed
auxml
otis
tutorabc
spydialer
snappshop
linkytools
dtravel
noa
tavoos
wbcomdesigns
ao
wifiradiofrontier
lechange
perceptyx
thewhiskeywash
sugarandcharm
files
saplinglearning
kik
promethzinep
prohoster
anah
chelm
hiqqu
comlink
jujumaow
westelm
arbor
recipelink
laola1
edinburghairport
eryom
xpress
bundletheworld
765
zjou
sonoraquest
historicseries
loxitdat
tampa
cellphonerepair
southern-charms3
mozello
sprintip
billing
monarchwatch
secondary-nameserver
jazztel
used
bestbuycial
lightingnewyork
moby
appleads-trk
weblogssl
strose
jibunbank
msn
computan
rsport
manaba
mbp-japan
evertkok
lusfiber
ffxivsc
strabag
automobile-propre
ebglaw
market
esvccenter
hrtechnologist
ireceptar
akizukidenshi
yahoobeauty
government
velest
vsi
inbound
bgci
metformin21
jamf
celito
raidrive
badscience
itsima
uarts
socialtak
widsl
polyfills
wisdompanel
respondi
chaordix
ampersend
oniyomediary
whplus
superworldbox
tutoronline
elasticad
cps
andaluciainformacion
villagehatshop
fureai
proekt-gaz
car
nextdaypets
irvinecompany
cubic
upc
wangdaitz
alrai
visitsarasota
odokon
intouchsol
lajollalight
digitalremedy
lumenedge
smsbox
pcinpact
hydroxychloroquineplaquenil
knkusa
tellmy
haringey
tattoosboygirl
tvquran
efilmcritic
digitaluncovered
aardnet
kakolog
dih
sundaykiss
archi
film
etranslate
overgeared
unreel
buildasign
tataaia
memberdirect
woolypooly
amazingfacts
bollywoodmdb
wordswithoutborders
ddfr
freetech4teachers
greenevillesun
ubt
contextmediahealth
givingfuel
acumbamail
tiparents
nd
theme-sky
wellsaidlabs
virginwoodply
whereismy
anycast
teeoff
aerzte-ohne-grenzen
sildalis
si-shell
origamirisk
esports
cu
intertele
cstnet
suramericana
ivermectin
anybrowser
fw
curvyerotic
bkw
nbt
rifftrax
software77
nagoyatv
reliancegeneral
bytexservice
akadem-ghostwriter
vncdn
antigena
teinteresa
ourchurch
englandrugby
vtsnet
mlb
sberbank-service
majestics
universum
americanmind
cdnplus
slurl
designspiration
vinnytsia
beyondbeingsocial
springboardplatform
justnabi
quicksetcloud
classifylist
xjau
sloppyta
admtl
gigspace
claus
kazanka
ionio
eesc
cbsetuts
naturalgrocers
bhu
deshabhimani
marketplacepro
somdnews
o-s
amway
kiplar
internetcookies
toptiphacks
bookmax
bluenote
aj2142
wahlrecht
clubusuariosfordfocus
watersoul
gsa
zylon
jp-domains
ibigroup
xplace
tgpbx
cryptovoxels
vw
comicbooksgalaxy
shoebat
ryanairemail
michelf
blowoutforums
playray
rdsh
justmysocks2
pery
isp-platform
aifa
innocentive
stormer-daily
bakingbites
kfc
multimedia
actionforchildren
pro-linuxpl
binero
cctexas
geauhouefheuutiiid
vigilix
oaphoace
pennymachines
servicecu
mk-host
iberiabank
healthination
ping
rosfirm
coincierge
tezbookmarking
idera
sinara-group
cordcutting
nuqnet
sassieshop
join-the-update
cso
ivermectinl
diydrones
mabby
purenudism
socscistatistics
heydudeshoesusa
800hosting
uner
arrowpress
teleperformance
ethers
domainist
kznhealth
stellantisnorthamerica
lensvid
scca
compudyne
dideban
emnet
montiapm
uni-watch
serveriran
bloodpressureuk
blueshirtbanter
ethii
mopa
remarksearch
novelowl
uce
statementdog
alnfaee
tevas
selbsthilfegruppe-in
ncbex
ten
lightspeed
tools-basket
cpzrd
brije-cor
fastbooking
hostedftp
winmo
rajanews
nh
agilitycms
sixcolors
equinoxe
adecco
thesempost
asure
aio
bb3x
fas
ad4game
nexthost
amuletsforum
everbridgedns
biketo
atmd
binksites
wowbiz
cudo
sigar
go
socialevity
glevitrargu
ufacity
topsage
deutsche-startups
joyfulhealthyeats
onlinevisa
yeezys500
eightcap
clopidogrel
hs-data
dj-upd
datasrvr
gavilan
wadadliphonesanswers
wxx
stanley1913
punyplant
baggu
apyhi
spacefather
oxfordmedicine
cmdwebsites
lectra
automate
boingo
starfinanz
cl2009
netonline
vgnett
ntst
adplayer
sildalissildenafil
fuseddns
exness
guildeducation
fichier-pdf
irantvto
mosaic
americanfreepress
lisinoprilmx
imb
cvent
mysitesname
covenantuniversity
gci
infra
sweetcsdesigns
jftc
beonintermedia
real
tjce
msal
fortnox
bankir
online-red
itaucultural
ssongssong36
ipsen
isc
ethisphere
designlovefest
customerly
eroski
sahadan
gohost
unily
nepu
kevel
hungryforhits
sagonet
txwy
dailyjobse
bagankeyboard
ancientfaith
giocodigitale
resmed
eshop-prices
childrensmercy
readlightnovels
suspendeddomain
load
journalistenwatch
npi-tu
impvalued
tinkerfcu
ebcflex
playtoearn
metaauth
craftster
anseladams
alvaka
macropinch
fivesquid
littlespicejar
dnainternet
geoengineeringwatch
fatmomtube
xn—-8sbf5ajejubd2l
rolexforums
tekkadns
cortemadera
rusd-diplomy
rexart
viaciageneric
skybound
stanleytools
cloud
mednet
tinasoft
jtfgno
azki
shipmondo
fusemachines
memorial
iluchanyn
deacero
nshost2
internetia
grousemountain
technoavia
eldoradoweather
ajplus
mansueto
car1
neutelecom
rawbw
bathing-ape
3loumao
gulfaero
edumanias
notesfrompoland
electrolux
bclaws
louisenthal
winsingal
games4esl
o2tvseries
herocraft
lek
gamesofdesire
animalpicturesarchive
efi
epicos
yeezyyeezy
takipcikenti
hostinger
petersburgedu
wordproject
flexmaster
coordinadora
ikea
frankfurt-university
sugardatingreview
95577
disneyresearch
propranolol
houghton
cessecure
ddimg
gonews2
macitynet
aqua-mail
inform
yeezy-450
levothyroxine
targetbay
thedigestweb
agentm
momoxfashion
topnet
hshs
funcionjudicial
affinipay
saastr
oemsaas
iuav
olanoticias
ccmbg
hennessy
trackoff
saturn
valuelabs
beautifier
nameservercentral
thesportsdaily
menkind
slbfe
prostitutki24
wildlife
umweltbundesamt
bullionbypost
macx
solbackadaghem
premiumcoding
plusone8
fishstripes
skiphop
doversaddlery
nobledesktop
tokiomarine
bisprofiles
safety4sea
karismahotels
flashvpn
affiliatejoin
discords
primowireless
jajiga
kisstime
air-gun
ktvc8
illinoislegalaid
oabsp
japancar
verifiedbyvisa
actwd
newsmediaalliance
protoshosting
srcdn
whatdoesitmean
2dewz2tjvgar
medley
ultimatecarpage
ivermectin
boosey
tvsom
thenamemeaning
clopidogrelplavix
hus
nexperia
btlaw
pepperidgefarm
introvertdear
kankokunohannou
toolszen
hotelhideawaythegame
german-design-award
muctau
webteksites
yaruo
jdsu
cfsportal
ekran39
hipotecario
geeksofdoom
shoukedns
reversion
sanalbasin
stockopedia
yesterdaystractors
vnpt-invoice
yeezys-supply
asharqbusiness
kubehash
gamexp
forummakemoney
educacion
delivery
bibsys
consolidated
hellofresh
domain-hosting
boatus
maderitehosting
idws
mediabarservices
amaxil
tek
cdtbox
aocd
wheresthegold
juliareda
masterlock
roots
e-albania
aeoughaoheguaoehdd
aboutyou
businessacademy
jeulia
piccollage
dreamnews
shopsleuth
diariofemenino
skupinskinakupzps
gravity-apps
zagtech
pooltogether
telko
jamesgooge
mobdro
cubeupload
lovedevani
schuler-isp
dayone
bobo
31ice
usizy
evenea
jojo-ip
gotop100
oneblood
pointel
rmmservice
viagraio
ostk
mwomercs
tcloudfamily
okooo
srz
namehnews
surveymonkey
ntm
ctv
nic
momentdigital
corrosionpedia
krasgmu
cookmedical
jdmesh
neopod
checkmybus
funnulldns
diablotorrent
viaplz
luminafoundation
mtnonline
tingclass
atorvastatin
t-systems
globalpointofcare
wowyowapi
networx-bg
keurigonline75
thedirectorylink
kajabimail
playtube
de-academic
filecroco
dns151
proxximatelecom
vergewiki
upm
tuttitalia
infofer
syseleven
testportal
roodo
yuhuage51
mikeprg
monin
nauticexpo
broowaha
antiphishing
penbaypilot
udaff
prozorro
shakepay
finasteridefinpecia
yesmovies
gtus
nrsplus
miracle
sepidarsystem
maptoolkit
acrobits
bakersfieldcollege
wishisp
picku
hvhbbs
loginline
servers-serving
apllogistics
istanbulhomes
spacecrafted
firedk
desjardins-securities
800mb
gaghpaheiafhjefijd
southampton
swnovels
doaks
syncsearch
sabanet
nusightsinfra
eguaheoghouughahsd
ssandomain
coolibar
metas
samart
kaztag
docketalarm
ggmania
calmac
fitbook
twinkstar
xxcb
donweb
webpage4less
domainsguru
viabuyonlin
mymoneyblog
myinstallments
theartofeducation
schwab
imotor
eomega
intergraph
wafi-lounge
astories
cedant
hyperlinkinfosystem
sx
my
audiosellerz
diplomliken
ivermectinx
tdb
analyticad
zetadns
ifsworld
mobile-cuisine
gamehivegames
monumetric
hanfordsentinel
geodns
chutpatti
hormelfoods
cripo
kainos
vu-wien
puzzel
5idream
ads5-adnow
carrierweb
wolverine
20somethingfinance
azimo
webserverdns
pspro
techexpert
telecomgroupdesign
pattayamail
thespaces
filmzones
digital-watchdog
watchshop
kodikcdn
adjarabet
aiinformatics
bloodshed
myinternetzone
kwikwap
tile
proscarfinasteride
nic
maxurlz
malimarcdn
fridaysforfuture
xshell
aajkaltrends
atonementimmersedlacerate
vlcstreamer
quotientapp
nswgame
bando
i-netpartner
datafloq
psychonautwiki
peavey
huvle
clkfeed
associationsnow
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1progs
fisek
llmhq
sanmateo
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fightthenewdrug
amfibi
icepor
keystealth
bigbangram
ly400
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mangapark
ashlarsales
wallpaper-mania
vuejamples
javelinstrategy
medco
levitra733
themeboy
sportsmockery
tkmotel
stortinget
speexx
inshot
tele2
anyan
thriftstorewebsites
uewaf
tesene
i-host
classifiedsforfree
ekolestnica
npass
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rzhsudhugugfugugsd
comthebase
hardcorepost
midland
icloud-sandbox
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yellowpages
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mybizcloud
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haynet
apexn
snel
2befzjr0rjq80
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ohoy
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duarte
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mrbonus
citytouch
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olaba
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aivalabs
exchangerate
imgfave
4fappers
leadingfirm
unionapps
futureweb
clipartkey
bobrdobr
jobtarget
schleupen
allnet2000
ps-milvignes
iac
ica
levitra742
breakingnews
cabq
carolinacoastonline
irishimmigration
pcpli
talkingdata
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adultwebtoon
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juniphq
worldcubeassociation
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karibcable
chat2desk
chaikinanalytics
activewild
einet
gmx
designone
icmarkets
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sid
civilwar
acousticguitar
zebra-group
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blim
alexandracooks
dukemychart
savoryexperiments
npohosting
oupjournals
computeradz
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iig-au
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bitsyu
seedinvest
com1
prisonstudies
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nmo
ola
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botanical-online
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barclays
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folz
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seeing-stars
babesrater
offernewurl
valassis
bitcoin-farm2
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steeldivision2
pdcnet
land-book
semashow
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coffeebean
prsguitars
nursingprocess
die-linke
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fmplay
auctionet
domainunion
mediaone
fast8
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persistent
utsz
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localidautore
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grandwebsolutions
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sf-syn
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onlinecomponents
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xxmu
ok-magazine
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fundacoop
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m-r-c
nba2k
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game-news24
at
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suralink
wegocrypto
commercewealth
rethinkingschools
ooshahwa
noc41
stockwatch
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numark
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zenworks
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abs
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fedorapeople
socio
netplaninternet
xaas
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appatedef
hiltonhonors
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learntechlib
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folieo
dg-w
riedel
spinetix
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dau
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tooxclusive
fcs
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xrnet
redventures
tinyhousetalk
td-tes
depict
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bayimg
yeezys-700
ru-tld
ivview
dfinity
goldankauf-engelskirchen
geobox
duloxetine
plagiarismchecker
lowhigh
bridgestone
joomlacode
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pincamp
historisches-festmahl
swingerfun
fairyseason
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ctt
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nic53
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cnnamador
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playpcesor
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hydroxychloroquineoki
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willistonherald
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sxrsks
rotatesites
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fanuc
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zeomega
tradingmarkets
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maxiweb
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bikerhall
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