“The business enterprise has two–and only two–basic functions: marketing and innovation.”

Peter Drucker,

“EVEN IF YOU’RE ON THE RIGHT TRACK YOU’LL GET RUN OVER IF YOU JUST SIT THERE.”

– WILL ROGERS

WHAT EXACTLY IS A BRAND?

BRAND:

“A person’s gut feeling about a product, service or company.”

– Marty Neumeier (Brand Gap, Zag, etc.)

“The art of marketing is largely brand building.
If not a brand, it will be viewed as a commodity.”

– Phillip Kotler (Author of Marketing 3.0)

MARKETING 1.0

WHAT

MARKETING 2.0

HOW

MARKETING 3.0

WHY

START WITH WHY

 (THE GOLDEN CIRCLE)

PURPOSE
(never changes):

The fundamental reason your company
is in business beyond making money.

MISSION
(can change every 10-25 yrs):

An over-arching strategy for achieving your purpose.

VISION
(can change every 7-15 yrs):

A bold picture of the future to focus everyone’s efforts on the mission.

TRUELINE
(can change every 3-10 yrs):

An internal expression of your brand’s most compelling differentiator.

TAGLINE
(can change every 1-5 yrs):

An out-facing expression of your trueline.

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