A Brand Strategy is Multi-Faceted, not Multi-Faced
"Facing" is a great term used in marketing circles for decades. Originally, it referred to the level and amount of shelf space a brand received in retail and centered around the "P" word, "place," from the 4 P's of Marketing . Today, it's used more than ever as it relates to the promotional strategy and audience mix a brand is pursuing. In marketing meetings everywhere, statements or questions arise about a brand's facing such as "what's your consumer facing?" or "our brand also has a business-to-business facing," or "our online facing..." Still a great term, but the context has shifted dramatically. The more it comes up in conversations, the more we need reminding that a brand should only have one face. Sometimes the way it faces toward different audiences, will change, however, the profile of the brand should be consistent. Different messaging should be used to motivate different audience...