strategy scrapbook

A brand is always answering two questions. The first one internally facing: What do we believe? The second, externally: How do we behave? You must remain authentic to yourself, your core values, and what you stand for. If you’re not, people will sniff you out. But your brand must maintain cultural congruence — remaining relevant to the times, alway... See more

The best definition of product positioning I have seen yet: “create a space inside the target customer’s head for ‘best buy for this type of situation’ and to attain undisputed occupancy of that space.”