Positioning is a choice the business must deliver
A brand promise should be recognisable in product, service and commercial behaviour.
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Ideas worth the board's time.
Essays on brand strategy and customer experience, written for the people who carry the decisions.
Growth measurement needs honest boundaries
A change in revenue can reflect pricing, distribution, product, sales execution and market conditions as well as marketing.
Read the essayCustomer insight should change a decision
Research has limited value if the organisation cannot name what it will do differently as a result.
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