Re­tain a clear and con­sis­tent po­si­tion­ing.

Idealog - - STRATEGY -

Peo­ple need to know what a brand stands for. That’s why an es­tab­lished and suc­cess­ful cam­paign de­scrib­ing this well should not be aban­doned sim­ply for the sake of say­ing some­thing new, or be­cause a new mar­ket­ing di­rec­tor has ar­rived. When change is re­quired the chal­lenge is to re-in­ter­pret the brand strat­egy and po­si­tion­ing in a way that is ap­pro­pri­ate to the cur­rent time and cul­ture. Mar­keter Al Reis

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