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01
Strategy
Brand
Purpose
A powerful brand purpose sets out how a company intends to change the world for the better. Its role is to unite customers and culture alike in the pursuit of that intention. It’s a statement of belief, of hope, of pursuit.
Brand
Positioning
How a brand is perceived in the context of competitive alternatives. Brand positioning statements include a target customer definition, brand essence, brand promise, brand archetype and brand personality, giving the intended brand position/positioning greater depth.
Market
Strategy
A good marketing strategy captures all of a brand's marketing goals and objectives combined into a single comprehensive plan defined to meet business goals.
02
The Impact of Great Strategy
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