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The term “Brand Strategy” often suggests ambiguity, with different interpretations and perceptions depending on who you ask. It tends to trigger a range of responses, leaving many wondering what it truly is.

Since no brand is able to deliver everything to everyone, the starting point is to segment  the market and define your brand’s target consumer segment and profile based on different  elements including demographics, psychographics, and lifestyle.

The world has changed. And so, did consumer/customer expectations. Brands, who aspire to thrive in our digital age, do not have an option other than understanding and acting upon the significant changes, which took place to customer expectations over the past few years.

Today’s most successful marketers no longer limit their scope to driving brand awareness and building brand equity and perceptions. CEO’s and business owners, across different sectors and organizations, are increasingly holding marketing accountable for driving revenues and business results.

As we work with business owners, CEO’s, and marketing leaders across various sectors in Egypt to build and grow their brand revenues, we have been witnessing the major challenges many are facing, when it comes to their digital lead generation campaigns.