(S)ELECTING YOUR TARGET

It's election time! And there's a buzz in the U.S. marketplace now that hasn't been heard in quite a while. Already six states have held primary elections or caucuses and neither the Republicans nor Democratic party has a bonafide front-runner. To make things even more interesting, one of the Republican candidates, Rudy Giuliani, has implemented a unique "brand positioning" by consciously not targeting much of his message or monies against voters in those first six contests. Can it be that he actually knows whom he wants to target the Giuliani Brand against, and whom he does not? And if so, does he not know what any good marketer knows: you need to target the brand as broadly as possible to get the biggest volume in return? This week we take a closer look at the Giuliani Brand Targeting -- as much good marketers may think they know, there is much to be learned from studying the marketing efforts of "politician brands."

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The DISPATCH^TM for January 20, 2008 can be found here:

(S)ELECTING YOUR TARGET

It is also available in PDF here:

(S)electingYourTarget.pdf (PDF File)