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Six Rules of Brand Revitalization: Learn the Most Common Branding Mistakes and How to Avoid Them, Second Edition by Joan Kiddon, Larry Light

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22. Truth #3: Define a Clear Strategy for Enduring Profitable Growth

How do we plan to get the brand to where we want it to be? This is the fundamental driver of the Plan to Win: what is our Plan to Win, and how will we generate enduring profitable growth? It has to balance short term and long term. It has to be brand-business driven. And, as a strategy, it must not be a series of unconnected tactics. It is unfortunate, but when a brand is in trouble, the plan deteriorates to tactical actions with no clear strategy.

The brand strategy does not exist in a vacuum. It takes place within the purpose and ambition of the corporation. The corporation’s purpose is the guiding force that provides the direction for all thought and action on behalf of a ...

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