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February 2013
How to Create Your Own Brand Strategy
The process of selling a feeling and platforms for effective brand positioning
by Sasha Strauss
Editor’s note: This is the final article in a three-part series that focuses on how to create your own brand strategy for your business. The first article (December 2012) covered the philosophy and creation of brands, and the second article (January 2013) discussed identifying brand touch points. In previous issues of Wine Business Monthly, we explored one of the most important and least acknowledged truths of brand strategy: it is never enough to sell just a product. In other words, what...
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