From the course: Building a Winning Enterprise Marketing Strategy
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The brand as a strategic unit of analysis
From the course: Building a Winning Enterprise Marketing Strategy
The brand as a strategic unit of analysis
- [Speaker] In this course, I'm going to show you how developing great strategy requires making tough choices. And those choices are just six. They're integrated, meaning that there's an order to them and that one leads to another. What's great about that is that as you make really tough choices at the very beginning of your marketing strategy development process, that's going to make choices that come later much easier. So, the first choice you want to be making as you're developing a marketing strategy for your entire organization or part of your organization is what is your go-to market brand? Now, I myself developed a series of products. I used to work for a large commercial bank earlier in my career. And I noticed that the way we develop products and thought about branding was essentially just like the brand as a name. So we would go ahead and develop the product, figure out what customers the product was going to…
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