THE GPS DILEMMA
It's hard not to be impressed with the marvels of the GPS: to know exactly where we are and to have a programmed way to get where we're going (especially when we, ourselves, really don’t know how to get there). Imagine if only we could have the same kind of guidance system for getting our brands to where they need to go. Some may say, well, in fact we do have that - our Global Brand Positioning Strategy. But, not so fast. The global positioning for a good many brands is not nearly as dependable as the GPS in our cars.
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The DISPATCHESTM for May 20, 2013 can be found here:
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