There is a question we get all the time in our Strategic Marketing seminar: should an organization be able to create a single positioning statement for the entire organization to summarize its value promise, or should it have a collection of positioning statements for different programs and target audiences? This always leads to interesting discussion but I've never felt we had a galvanizing way to answer the question. Earlier this week, Gail Crider and I were working on the design for a program in cultural entrepreneurship for a potential … [Read more...]
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