Clear Corporate Vision. Strategy or Tactic?

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Frank Wehrmann
6P Marketing Toronto

While the correct answer, as always, is it depends, smart organizations have a clear corporate vision that everyone understands. If you don’t have one, get one. And if you don’t know where or how to get one – email me, Frank Wehrmann, at 6p marketing and I’ll sort you out.

I cannot think of one company that I admire that does not have a clear corporate vision. I can however think of many companies that I have served that did not believe in clear corporate visions, and lost their way as their marketplace changed. They forgot why they entered the market in the 1st place.

Who did they lose to? The competitor who had a compass.

Here’s a crash course on the difference between using your corporate vision as a strategy and a tactic:

It’s a strategy if:

It’s a tactic if:

1. It is used to define your goals

2. You use it to define your unique selling proposition

3. It’s used as a Marketing rationale
1. It’s used to defend your goal

2. It’s used to promote your unique selling proposition

3. It’s used in your advertising copy or by your Management team

If you have any questions on this send me an email and I’d love to chat.

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