Creating Your Unique Selling Position, Barak Kassar 052
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Barak Kassar on The Brand Journalism Advantage PodcastBarak Kassar shares tips on sharing your story about your unique selling proposition builds your business and creates awareness with customers who may have never heard of your brand before.

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Barak Kassar is a partner at Rassak Experience, an award-winning digital content, branding, and marketing agency in San Francisco. Rassak’s engagements include startups, multinational companies and non-profits–including Slide, StumbleUpon, Bigfix, Gilead Sciences, Ricoh and The San Francisco Foundation. Prior to founding Rassak, Barak founded INBOXTV, a pioneering online video entertainment company, was VP Marketing and Business Development for (acquired by CNET/CBS) and Senior Marketing Manager at Wink Communications (acquired by Liberty Media after going public with a $1.3B valuation). Barak is quoted frequently on digital brand building and communications in trade and global business media — from the New York Times/International Herald Tribune to iMedia Connection — and has presented at industry forums including the US National Association of Broadcasters, Digital Hollywood, SDForum and TED Global.

Think Like A Journalist Quote

“If you make customers unhappy in the physical world, they might each tell six friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends.” ~Jeff Bessos.

Success Tip

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Career Highlight

After turning 40, Barak learned how to reconnect with his creativity and his soulful passion. Find out how he came back to what is most important to his career and him and how he made a major change in the way he was leading his career which lead to more success and personal happiness.

When It Didn’t Work

Working with clients that aren’t right for you.

Brand Journalism & Marketing Advice
  1. Barak uses a chart has four categories that helps clients understand their unique position in the marketplace.
  2. Chart categories: Sameness, Difference, Customer Cares, Customer Doesn’t Care. Click to download the PDF chart.
  3. If your product, service is similar to others, find a way to make the brand’s personality unique. Hear how Barak did just that for a company.
  4. Think about the consumer. Find out what matters to the customer and focus on that unique angle to connect and become aware of the brand.
  5. Customer conversion starts with awareness. Storytelling is the key to gaining exposure and interest which leads to conversions.
  6. When starting out with clients be sure you have the same definition of a word and understanding of the deliverables.
Multimedia Resource

Snag It. Photoshop. Google Products.

Book, Documentary, Podcast, Internet Channel

Mindwise: How We Understand What Others Think, Believe, Feel, And Want by Nicholas Epley

Resource Links


Twitter @BarakKassar

Rassak Website

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Barak Kassar on The Brand Journalism Advantage Podcast
Click to listen in iTunes

Phoebe Chongchua
Phoebe Chongchua

Phoebe Chongchua is a multimedia Brand Journalist, Brand Consultant & Marketing Strategist who is revolutionizing brand communication with consumers. She makes companies remarkable using brand journalism storytelling to grow their online presence, build a community, and gain greater market share. Phoebe is a former TV News journalist who helps brands gain a competitive advantage by learning to "Be the Media". Phoebe is the host of "The Brand Journalism Advantage" podcast and a "Top 50 Podcaster To Follow". Listen in iTunes or at

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