Strategy Dynamics Briefing 66: Designing a path to success

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The broad choices of strategic ‘positioning’ for the brand in briefing 65 were already made. We know who we want to serve — the 3 million potential consumers. We know what we want to serve them with — a product with some value curve of benefits. And we know how we wish to serve them — by capturing their interest with advertizing and making the brand available through sales effort into stores. These positioning choices are not the end of ...

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