
Saved by Mike Renaud and
The Brand Positioning Edition
Saved by Mike Renaud and
Companies place their “what” (product, marketing efforts, etc.) ahead of their “why” (brand).
But again, value is a perception, not a calculation, which is the reason companies make such a big deal about investing in their brand. But a strong brand, like all other intangible factors that contribute to the perception of value, starts with a clear sense of WHY.