
brand
strategy

brand strategy
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build a winning brand strategy
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identify white space
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differentiate your brand
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set up you brand architecture
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brand tracking
customer understanding

customer understanding
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understand your users & prospects
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explore drivers of consideration and choice
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explore the competitive space
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empathize with user concerns
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find opportunities to delight
product
strategy

product strategy
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identify needs and opportunities
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size the market
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develop a targeting strategy
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design and optimize products and service offers
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set your pricing strategy
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select your product positioning
messaging & communications Strategy

messaging & communications strategy
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define positioning and messages
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understand customer motivators and triggers
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set your brand's tone of voice
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find ways to be memorable
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identify messages and tactics that will succeed in market
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ad & communications tracking
reputation management

reputation management
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understand the role of trust and reputation in the category
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measure impact of key issues
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protect against reputation risk
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define and track reputation metric
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