Step 5: Advance Your Position, Brand, and Creative Strategy
Begin with your company’s position and brand statements, along with the creative strategy you’ll follow to ensure that all marketing efforts you implement over the marketing-plan period advance a single, unified image for your company. Here are some definitions to help you with this step:
Your position is the available and meaningful niche that only your business can fill in your target consumer’s mind.
Your brand is the set of characteristics, attributes, and implied promises that people remember and trust to be true about your business.
Your creative strategy is the formula you follow to uphold your position and brand in all your marketing communications.
See Chapter 7 for information, examples, and advice for creating position, brand, and creative strategy statements.
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