Here is an interesting and short paper by Mark Ritson summarizing the three axioms and the three questions that, in his opinion, summarize all of brand strategy.
His three axioms are:
- Diagnosis first, strategy second.
- Strategy is choosing what you will not do.
- Strategy before tactics.
The three questions he suggests:
- Who are we targeting?
- What do we want to stand for?
- How will we achieve this?
As Ritson points out, and as I describe in my approach to brand positioning development, brand strategy is about basics done well.
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