As the battle for customer loyalty intensifies, brands are the source of distinction that attracts attention, define offerings, build loyalty, and deliver an organization’s unique value proposition. In the age of the customer, developing a differentiated brand is a purposeful process where insight, intuition, and inspiration combine to help transform brands from ordinary to extraordinary.
Does your brand own a distinct place in consumers’ minds that is truly meaningful to them? Brand strategy is all about how you differentiate and position your brand in the market. Great brand strategy revolves around clearly articulating your differentiation against competitors.
Brands represent a company’s most valuable intangible assets. As such, critical decisions about brand portfolios must be made within a context of sound strategic considerations.