Book description
Develop winning brand strategies by focusing your team on the key strategic choices that drive organizational growth and learning. This book presents a system of six practical choices that articulate exactly how to launch and grow brands.
Big Picture Strategy shows readers how limiting and focusing the strategic options available to company stakeholders can unlock previously inaccessible levels of productivity and growth.
Strategist, consultant, and author Marta Dapena Barón describes the six key decisions facing organizations and teams today and how to develop a winning strategy by approaching these decisions systematically. The book includes discussions of:
- The critical choices that leaders must make to define a marketing strategy and to align their teams to be able to execute on it
- The four strategies companies use to launch and grow brands successfully
- How to use strategy-integrated metrics to promote continuous learning in organizations
- How to increase communications efficiency in commercial organizations through the use of a common vocabulary to frame customer-based issues
Unlike many of its competitors, Big Picture Strategy does not pretend that your organization has unlimited resources or capacity to pursue every area of possible strategic advantage. Instead, the author lays out a systematic and integrated choice-based framework that will drive growth in your organization for years to come.
Table of contents
- Cover
- Title Page
- Copyright
- Introduction
- 1 Your Strategy, Your Choices
- 2 Four Go-to-Market Strategies
- 3 Brands
-
4 The Business Category
- Why Category Matters
- Define the Business Category
- How: Using Features to Define the Category
- What: The Product as Category
- Why: The Category as Customer Purpose
- Category Names
- Leadership-Focused Strategies: Expanding the Category
- Share-Focused Strategies: Growing Within the Category
- The Category Choice: Leadership or Share?
- The Category Choice: The Competitive Frame
- Notes
-
5 Bodies: The Customer Focus
- What Is a Customer?
- How to Measure the Value of a Customer
- Categorizing Customer Relationships
- Who Is the Customer? Defining Customers
- Customer Loyalty
- The Customer Journey Map as a Planning Roadmap
- Customer Acquisition Investment
- Customer Retention Investment
- The Customer Choice: Acquisition Versus Retention
- Notes
-
6 Customer Beliefs
- Step One: Discover Beliefs that Drive Brand Choice
- Step Two: Evaluate Brand Benefits
- Step Three: Choose the Positioning Benefit for Your Brand
- Step Four: Write the Target Audience Persona
- Step Five: Develop the Value Proposition
- Step Six: Develop Proof
- Value Proposition Considerations
- The Beliefs Choice and the Four Go-to-Market Approaches
- Notes
- 7 Behaviors: Designing Brand Customer Experiences
- 8 Benchmarks: Learning from Our Work
- Acknowledgments
- About the Author
- Index
- End User License Agreement
Product information
- Title: Big Picture Strategy
- Author(s):
- Release date: August 2021
- Publisher(s): Wiley
- ISBN: 9781119712060
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