Brand and business strategy development to create net value
White paper, July 2000, David Exelby, Lars Finskud
This paper showcases Vanguard’s structured approach to support new ventures
in building robust strategy, under high uncertainty. This process centers on building
a dynamic simulation model to quantify the potential uptake of the business,
and to assess the strategic opportunities and risks.
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Competing for choice
White paper, June 2000, Lars Finskud
Brand strategy is about competing for choice. Businesses compete for the choice
of customers, as well as other key stakeholders, including skilled employees, partners,
and investors. This paper summarizes Vanguard’s core philosophy of Competing for
Choice and provides a fact-based approach to brand strategy and management.
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