How to build strategy, then operations

Hopefuls and doers should put the customer at the centre of their approach in the four brand strategy components: identity, value, perception, and awareness. Then they should build operational capabilities on top of that strategy.

• Focus on what you do best for your customers.
• Recognise that value is more than just price.
• Ensure you know who your customers are.
• Use social media to connect with consumers, sharing stories and other engaging, authentic content.