Nov 28, 2017
The punch list for starting a company always includes vision, mission and value statements that express the intent and underlying beliefs of the organization. Rarely does it include the brand position but it should. Heres why.
Whereas the first three statements reflect the entrepreneurial spirit of the founders to build something, they do not address how the company will differentiate itself competitively. That is the job of the brand position and it is a ... continue >>