ABSTRACT
Developing strong, segmented value propositions will enable a better ROI on the tactical elements of your digital strategy such as campaigns and website conversion paths, but as discussed earlier it is greatly beneficial to have a well-defined brand to guide your teams to create a holistic statement out of the plethora of platforms and programs they will be creating or changing to drive your strategies. For the purposes of digital strategy development I prefer to do this brand definition work in a digital context. In workshop settings where the goal is to get a core group of stakeholders to kick off a brand definition and alignment process, a user experience (UX)-based brand-building model, I developed while working with a large retail chain, is a good tool. It helps the group visualize the brand in the minds of stakeholders by picturing a familiar setting.
