entire category

Formulating a Strategic Blueprint for Action: How State Street Reinvented Its Business and How the Axe Brand Redefined an Entire Category
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Companies that do not explicitly define, structure, analyze, and prioritize their opportunity spaces often chase romantic dreams about big ideas and breakthrough products or services, but fail to realize those dreams. This chapter describes how State Street and Axe brand created strategies that guided the activation of new growth platforms from the highest strategic level all the way to activation in customers' everyday lives.