Gartner defines a brand as the combination of elements, including name, logo, positioning, stories and experiences, that differentiate a company and its offerings in increasingly competitive markets.

The agenda for branding and value proposition development focuses on:

  • Developing brand positioning that emphasizes points of differentiation and connects with customers through resonant, powerful shared values.
  • Managing brand architecture and rebranding efforts for delivery of a distinctive brand promise and alignment to a compelling CX.
  • Crafting breakthrough brand messaging and storytelling to create engaging narratives.
  • Boosting executive confidence around the merit and ROI of brand-building investments.

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Digital Vision Roadmap: Your path to Scalable Change
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Gartner’s 2018 research agenda on branding and value propositions will help marketing leaders forge a path to brand leadership with best-practice research, insight and advice based on the community knowledge of some of the best brand marketers in the world. Through a combination of primary research, case study examples, toolkits, templates and how-to advice, Gartner will help you solve the most pressing branding, positioning and messaging challenges.

  • How do I define and deliver against a brand strategy and architecture?
  • How do I create memorable and differentiated value propositions, messages and stories?
  • How do I turn a brand vision and strategy into action?

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