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Winning through brand-driven growth

Darren Coleman

This article explains the important role brand plays in driving growth.
  • Brand positioning
  • Brand growth
  • Long-term vs short-term effectiveness
  • Accountability, C-Suite relations

Introduction

Product-driven strategies will only take your brand so far before you commoditise your offer and get sucked into price-based competition. When this happens margins shrink so brands cut back at the expense of the brand and experience delivered....

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