Is your marketing approach outside-in, or inside-out?
The study of organizational behaviour highlights the difference between market orientation and brand orientation.
Brand orientation takes an inside-outmarketing perspective, with core values, vision, and mission as the strategic focal point. While the needs and wants of consumers are recognized, the internal integrity of the brand is paramount.
On the other hand, market orientation is from the outside in. The needs and wants of the consumer are paramount, and those demands drive the marketing approach.
The best organizations strike a balance between brand and market orientation. Which one are you, and why?