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Denise Lee Yohn

What Great Brands Do

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  • Patrick Walther Thomsenhar citeretfor 7 år siden
    I led company leaders through a series of work sessions in which we covered elemental questions such as, Who are the best customers for our brand? What competitive position has the greatest relevance to and differentiation for our chosen targets and that we can consistently deliver? What differentiators give us the greatest competitive advantage?
  • Patrick Walther Thomsenhar citeretfor 7 år siden
    So in “C” you need to point to evidence—the real reasons why people should believe that you really do provide that unique value referenced in “B.”
  • Patrick Walther Thomsenhar citeretfor 7 år siden
    What do we have to start, change, or stop doing in order to really deliver on our brand identity and competitive positioning?
  • Patrick Walther Thomsenhar citeretfor 7 år siden
    For “B,” the unique value you deliver is the thing that you do for people that no one does as well as you—or no one does at all
  • Patrick Walther Thomsenhar citeretfor 7 år siden
    For “A,” your frame of reference, consider this factor to be the “mental file folder” you want consumers to put you in. Be careful with your scope in this respect.
  • Patrick Walther Thomsenhar citeretfor 7 år siden
    Virgin uses its brand to drive customer targeting, service, and experience, and in doing so, it has become known as the customers’ champion. Virgin goes out of its way to relieve customers of the sacrifices they have had to make while dealing with large, impersonal category leaders in a wide range of industries.
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