Like pottery, you have what you want to sculpt in mind and you begin the process with that vision in your mind. In marketing strategy, you begin with a theory or a hypothesis in mind. Here is what I know about the market, based on this I know these are the segments, based on these segments I am going to target this particular segment. With this segment this is what I intend to achieve by telling them this story (or message or positioning or whatever you call it).
Then you set off to execute it with your tactics. Is it a guarantee? Of course not. That’s why it can get dirty and messy. But there is a method to it to make it tidy and orderly. Then you adjust and mend as you go along.
How beautiful will it be?
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