From the course: Building a Winning Enterprise Marketing Strategy
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Selecting a core or dynamic belief for your brand
From the course: Building a Winning Enterprise Marketing Strategy
Selecting a core or dynamic belief for your brand
(gentle music) - So in creating a value proposition, you want to make two choices. One is around the benefit that your brand will differentiate on, and that benefit, we call it the core benefit or the dynamic benefit, to link the value proposition back to the strategic focus for your brand. So if you're the category leader, you want to be focused on a core benefit. If you are not the category leader and you're playing to earn share, then focus on the dynamic benefit. You have a second choice to make, which is do you want to primarily change the importance of that benefit of your brand? Or do you want to focus on perception and perception is perceived performance. So which of those two things you want to focus on., Well, of course, over time, you want to do both. You want to ensure that the benefit your brand provides primarily is the most important in customers decision making processes. So for example, if you are…
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