Brand Strategy Innovation Roundtable, Session 4: Positioning Review, Extending Positioning to Strategy and Tactics

​Session 4 will cap off the series with discussions around extending positions to strategic and tactical decision-making and business operations. We will cover extending positions to brand attributes that define your company and leadership’s role in creating alignment and building equity.

​Homework Review:
• Sharing of positioning Statements

​Discussion:
• An operating philosophy, not a line item
• How positioning informs everything – product offerings, user experience, R&D
• Building the brand foundation: Brand pillars, brand messaging, mission, values, personality tone, and manner
• The brand narrative/manifesto/story
• Brand’s impact on user customer experience.

​Open Q&A

​Discussion- final thoughts:
• A top-down process- Driven by Leadership
• A Mindset- putting it all together
• Oversight & Management.
• Fulfilling the brand promise: Employees
• Objectivity- work with outsiders

​Q&A
What did I miss?
What was of greatest value?
What can I do better?