Issue Number 38

Quick, Name Them!

5 Marketing Tools You Can't Live Without

Your company's vision, mission, positioning, promise, and value proposition. They're like the crisply tailored suit that you can't live without. These essential tools should be durable, well-fitting, and reflect your style. (You may have to try on a few before you find the one that is just right.)

The process of creating these valuable marketing tools begins by getting to know yourself as a company. It involves discovering your core — not just what you do, but what you stand for. What your customers think about you. Your place in the market. Where you've been and where you're going. Where you're strong, and where you need to improve.

Start by conducting an honest assessment of yourself. Then begin to build a solid platform to support your marketing efforts — creating alignment, providing a benchmark for day-to-day decision-making, and defining your voice among competitors.

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