Chapter 6 – Marketing
Here are some questions that are explored in this chapter.
- How do you differentiate your business from your competition?
- What are the Brand Promises you make?
- Which of those are Emotional, which are Rational?
- Which are Aspirational, which are to be expected? A Given?
- How do you manage your relationship with existing customers?
- Do you have a view as to which customers are Detractors, Passives or Advocates of your products?
- How do you manage Customer Experience?
- What stories would you like your customers to tell about their relationship with your brand?
- How do you measure this?