Lysle's Innovation Roundtable 4: Brand-Driven Business Growth

​Session 4: 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.

​1. From Positioning to Strategy and Tactics
• An operating philosophy, not a line-item
• How positioning informs everything – product offerings, user experience, R&D
• Defining brand attributes: Brand pillars, brand messaging, mission, values, personality tone, and manner
The brand narrative/manifesto/story
• The relationship between brand strategy, business strategy, and operational tactics.
• Brand’s impact on user customer experience.

​Q&A

​2. Practical Application: Strategic Alignment
• A top-down process- Driven by Leadership
• Aligning brand positioning with all strategic and tactical initiatives.
• Fulfilling the brand promise: Decision paths for extending positioning to strategy.

​Q&A

​Discussion
• Sharing of Statements- cohort feedback
• Final discussion: Questions around brand or brand strategy
• Recap of key takeaways and action plans for participants to apply in their

​businesses.