Branding is all about owning a piece of the mind-space of your target market, whether it’s in your local neighborhood, an industry segment, or the world.  As a senior business leader, you must identify the words you own. What are the words that come up in the minds of your core customers when they think about your brand?

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The SWT is a must-have tool for senior business leaders, because it identifies the inherent Strengths and Weaknesses within the firm, while also exploring broader external Trends. These Trends go beyond the industry and/or geography that the firm currently operates in.

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If your company is ready to grow, whether by scaling up or through acquiring, it is important to have clear Core Values bedded down. This article focuses on Core Values, where they fit in in the One-Page Strategic Plan (OPSP), the role of the leadership team and the discovery of the Core Values of your company.

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