Marketing
Brand strategy should make brand distinctive
Faris Yakob is a brand strategist and founder of Genius Steals. He helps businesses understand brand strategy.
He described brand in WARC, “The word brand…is used in a variety of different cases in everyday industry speech. It can refer to a mark, set of values and guidelines, set of associations in the mind of the consumer, a product from a certain company, or the company itself. We switch between different uses all the time but this has an impact on what we, and clients, and CFOs, understand ‘brand strategy’ to be.”
He writes the best brand strategy is following fundamentals of marketing: Externally, brand strategy directs the interactions between companies, customers and culture to source and harvest future revenue by acquiring and retaining customers. Dare I say it, some people used to call that marketing. Perhaps inside the mirror of Gartner’s survey we may divine its spirit crying out to be born again, or at least some CMOs crying out for a seat at the top table.
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