R R 4 What’s the difference between sales and marketing? Sales 4 “Sales” happen in the streets, stores, offices, malls, in restaurants, on the golf course, on the phone, etc. Marketing “Marketing” happens in the mind of the consumer • Brand Strategy and Positioning – Strategy: what the brand stands for – Positioning: how we want consumers to think and feel about the brand – Positioning: answers three critical questions 1. Target market 2. Competitive frame 3. Leverage