ABSTRACT
We begin our discussion of the 12 building blocks of value with the most important one of all, core values. It may sound strange to hear that your company’s core values are the first and most important building block of marketing strategy but who your company is and what it stands for are going to be vital for all of your upcoming decisions related to the products that you make, the partners you choose and the experiences that you deliver. The first job for anyone truly serious about creating marketing strategy is to confirm the core values of their company.
