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Sun Startup Essentials - Marketing Master Class

Sun Startup Essentials - Marketing Master Class

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Published by Stewart Townsend

Brand strategy is one of the most fraught areas of marketing, though also one of the most important. As a Startup it's often the element that gets left behind and not really identified. But how can you tell an investor what business you are in, if you don't really know yourself? It's a vital step in creating the company identity.

http://blogs.sun.com/startups/entry/sun_startup_essentials_masterclass

http://sun.com/startups

Brand strategy is one of the most fraught areas of marketing, though also one of the most important. As a Startup it's often the element that gets left behind and not really identified. But how can you tell an investor what business you are in, if you don't really know yourself? It's a vital step in creating the company identity.

http://blogs.sun.com/startups/entry/sun_startup_essentials_masterclass

http://sun.com/startups

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Published by: Stewart Townsend on Nov 13, 2009
Copyright:Attribution Non-commercial

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11/13/2009

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© Michael Bayler 2009
Unlocking your brand
Getting the basics right as you enter your market
 
© Michael Bayler 2009
What I mean by brand …
Coca-Colais of course a hugelypopular sticky brown liquid, that’s not very good for you.The Coca-Cola brand – the bit that isn’t directly anythingto do with the manufacture or distribution of the liquid –has beenvalued at about $80bn. (But how much does thebrand have to do with theenjoymentof the consumptionof Coke the liquid? A good question!)Your brand is both intimately connected, and nothing todo, with what you produce day-to-day … It’s out there,talking about you when you’re not in the room.And what use is an ambassador who has nothing to say?In this sense, branding can be viewed as the disciplineconcerned with managing all of the key ideas associatedwith your business.
 
© Michael Bayler 2009
Developing the logic of your brand

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