Define: Strategic Intent
Strategic Intent
Strategic intent refers to goals and objectives rather than the exact plan of action to achieve those goals and objectives. This method allows implementers to adapt tactics to account for changing market dynamics.
This week’s term:
Brand Identity Misalignment: Presenting a brand identity that does not reflect the strategic intent of the brand strategy. This often results in ineffective tactical decisions that damage both brand equity and brand value.
See: Brand Image Map
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