The product strategy should give freedom of maneuver and at the same time define clearly the borders behind which stretching the brand performance is not a viable option. Just pay attention to not define it too narrowly. Read more “Product strategy and freedom of execution”
The product Positioning Statement is part of the Marketing Strategy, which includes three more elements: goal, brand purpose, and target definition.
Positioning statements should be built upon 4 pivotal brand elements: Read more “What is the product positioning statement?”
The Tonality or brand character determines how the brand should be perceived.
It doesn’t have to be directly linked to the Read more “What is the tonality or brand character”
What is the support to the brand promise? The Support or reason why is part of the Copy Strategy and it helps customers believe the promise the brand makes, so it is linked to the brand benefit, if any. Read more “What is the support to the brand promise?”