Brand strategy is the process of defining, developing, and managing a brand. It is a flexible plan that guides how a brand will be positioned in the market, how its value will be articulated to consumers, and how it will be differentiated from its competitors.
Several years ago, Restaurant News, an industry trade press, told us that the latest, greatest new trend in restaurants was Mediterranean food. From Italian to Greek, to Turkish to Lebanese food, Mediterranean restaurants were the next big thing on the radar. Not all of these concepts took off. There was a lot of overlap in menu offerings. Falafel anyone?
“The customer rarely buys what the business thinks it sells him.” I often use this quote from the great Peter Drucker to help explain the concept of Jobs to be Done (I took it from Clay Christensen, who did the same). But the quote goes much further, and it relates to much more. Consider these examples:
