THE ESSENTIAL GUIDE TO MARKETING IN A DIGITAL WORLD | Sameer Gudhate | BUSINESS AND BRAND STRATEGY

Before you can delve into marketing strategy, take a step back and consider the business and brand with which you are working.

The end-goal of any business is to make money, in one way or another. Business strategy asks the questions: ‘What is the business challenge we are facing that prevents us from making more revenue?’ or, ‘What business objective should we strive for in order to increase the money in the bank?’

The brand is the vessel of value in this equation. The brand justifies why the business matters, and what value its adds to people’s lives. The value of the brand is measured in terms of its equity – how aware are people of the brand? Does it hold positive associations and perceived value? How loyal are people to the brand?

When you have the answer to this question, you can formulate a marketing strategy to address the challenge or objective you’ve discovered.

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