Highlights

For (target customer) who (statement of the need or opportunity), the (product name) is a (product category) that (statement of key benefit; also called a compelling reason to believe). Unlike (primary competitive alternative), our product (statement of primary differentiation).

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What Is Strategy? Why It's More Than a To-Do List

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Anchoring a Brand in Customers' Minds

Creating a brand is more than just coming up with a catchy name and designing a cool logo. Branding is a long-term effort that requires the execution of a brand strategy. The aim is to position the brand relative to the competition in the minds of potential and existing customers. Positioning is achieved through communication via a set of available marketing channels. Marketing efforts should communicate the value and benefits of a brand to nudge the customer toward a purchase decision.

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