One of the biggest mistakes a company can make is to spend marketing dollars without understanding who they really are and what differentiates them from others in their space. Having a strategic brand position, and the correct messaging to go with it, is even more important today with marketing budgets being squeezed.

In Part 2 of our series, we will talk about developing a brand position and targeted messaging. From creating a brand promise to writing a mission statement and elevator speech - including related exercises you can use immediately, this will be a business changing program.