Entries by StrategyDriven

How to Think like a Visionary

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I was riding in an airplane a few years ago when Richard Branson, CEO of Virgin, plopped down in the seat next to mine. Imagine that! We talked for a while, and then Branson hurried off to visit a few of his friends on the other side of the plane. I should mention, by the […]

Forget Brand Preference – Win the Brand Relevance War

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There are two ways to compete in existing markets – gaining brand preference and making competitors irrelevant. Brand Relevance The first and most commonly used route to winning customers and sales focuses on generating brand preference among the brand choices considered by customers, on beating the competition. Most marketing strategists perceive themselves to be engaged […]