Clearly defining your target is the foundation of your brand. Who do you serve? And also, equally important. Who don’t you serve?
Where does your brand play? How does it win? These are two important of the most important questions in defining your brand strategy. Position your brand to win.
No one ever said business has to be fair. Tilt the odds in your favor. Choose a playing field or a niche where you’re guaranteed to win. Every company that grows a sticky brand makes strategic choices of where they will play, how they will win, and how they will tip the odds in their favor.
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