JP Hanson - From business to brand strategy
You need to understand the levels of strategy before you can define what to do.
In this episode, I talk with JP Hanson, CEO of international consultancy Rouser. JP has a deep, critical understanding of strategy. We talk about the hierarchy in strategy, the difference between positioning and distinctiveness, business strategy and much more.
We talk about
Positioning vs Distinctiveness
Long term vs Short term brand building
The definition of branding
Tactics vs Strategy
How to understand business strategy
The hierarchy of business, marketing, and brand strategy
The Dove 'real beauty' campaign
Brand purpose as a management tool
The four 'P's by Kotler
Positioning as a 'timesaver' instead of a marketing tool
There is a bunch of book tips throughout the episode:
How brands grow by Byron Sharp
Building Distinctive assets by Jenni Romaniuk
Eat your greens by Wiemer Snijders
Good strategy, bad strategy by Richard Rumelt
The Halo effect by Phil Rosenzweig
The long and short of it by Peter Field and Les Binet
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This episode is supported by HolaBrief
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