Chapter Overview
The positioning inherent in your business strategy needs to drive all marketing initiatives. The good news is that most companies have one. The bad news is that many companies do not articulate it clearly. The process of defining and expressing that positioning is critical to marketing.
Who Are You?
Business strategy answers a fundamental question: “Who are you?” It identifies your core purpose. And it establishes your positioning, the central dynamic for marketing.
Unfortunately, positioning sometimes gets lost in the shuffle, as the pressure of everyday life causes us to sometimes lose sight of what is important.
But it is critical for marketing because your brand needs to embody it. Your ...
Get Brand Vision now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
