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The difference between “brand decisions” and “business decisions”

Entrepreneur Resources and Entrepreneurship Education Brand

Did you miss last week’s workshop on Brand Positioning with Grant Gooding? A local blogger recapped his experience and some interesting take-aways on DownHouseSoftware. Read more about what he thought was the most thought-provoking part of Grant’s presentation:

“Probably the most interesting point made was distinguishing between business decisions and brand decisions. Much of the rest of the talk was distilled here into the idea that we make a lot of decisions every day about our companies. Some of these are clearly Business Decisions – those intended to maximize margins in the short term. Some are clearly Brand Decisions – those that are intended to build the brand regardless of short term margins. (note: I’m paraphrasing these definitions here. I don’t want to give short shrift to Grant.)

As examples, he focused on two companies: Starbucks and Tylenol.”

To read more about how an understanding of the difference between “brand decisions” and “business decisions” brought Tylenol back from the brink of crisis, check out the full post.

Don’t miss a Brand Series workshop again!

Each week, we host workshops designed to educate entrepreneurs and startups at ECJC. Our workshops cover a wide variety of topics germane to growing businesses: branding, marketing and analytics, financing your business through debt or equity investment (and how to make a good impression with angel investors), building a sales operation and legal/operational issues that founders often face. If you’re struggling to decide how to split equity with co-founders, chasing down cold call prospects for months, struggling to manage a content marketing operation or falling flat when pitching to investors, it’s time to take two hours out of your day to learn from some of the best and brightest in Kansas City.

To stay in the loop about every upcoming ECJC workshop, and to be the first to know about Grant’s new “Making Brand-Driven Decisions” workshop, sign up for the ECJC newsletter.

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