It is key to understand that the strategy is not a list of actions to be performed or the details of the dates on which they take place. Strategy is to define objects (which is the war we are going to fight?), a plan of action (which are the battles we must fight to win that war?), and finally select specific tactics and actions in terms of strategy and plan (which are the tactics to be used in each battle?).
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Positioning, in turn, is the "seizure of territory" in the minds of our audience, to record a mental image that puts an institution, a project, an idea, or a person in a defining and lasting way on a segment that it becomes the reference entity in the area. |
