It’s easy to get core purpose and brand promise confused. Happens all the time, even by some of the best marketers in the world. When they are confused, you can be sure that your customers and your team is confused as well, creating a potentially huge obstacle to growth. An obstacle that you might not even know you are facing.
Both are integral parts of a good strategic plan. They work together. There is some overlap. And like the “Temptation” and “Hawaiian War Chant” you “can’t have one without the other” if you want to grow and succeed (a Michigan Marching Band reference that most Wolverines should get).
It’s best to get the confusion cleared up.
My next several posts will address the core purpose/brand promise confusion and help you get past this reference. Sign up for updates in the box at the right so you don’t miss any posts. And for you none Wolverines here are some links to “Temptation” and “Hawaiian War Chant” and why you “can’ have one without the other.”