SELLING THE BRAND POSITIONING

Here's a question for you: what role does the Sales Force play in implementing a brand's positioning? Or, perhaps in a more provocative way, is it right to limit a Sales Force's capacity for covering a broad market when the brand's positioning Target is only a portion of that market? Many professional marketers today "professional" as in those marketing pharmaceutical or medical device brands - find themselves with expensive Sales Forces that can cover and deliver brand messages to an entire physician population, even though a given brand they sell has chosen to position itself against only a high-opportunity portion of those physicians. So, to implement the brand in "true" fashion, does the Company restrain the Sales Force to focus for the optimal return with these high-opportunity docs, or go for maximum Sales Force "capacity utilization" and call on everyone? This is the issue we address in this week's Dispatches. But, the issue is larger than it may first appear: it has to do with aiming for the Ideal in Brand Positioning and balancing that aim with the Reality of our Company's established asset investments.

To view this article in its entirety directly from our website, please click on the appropriate link below. We have also provided a pdf link if that is your preferred method of viewing. And finally, we have provided a link to our Blog where your comments are always welcome.

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The DISPATCHESTM for May 3, 2009 can be found here:

SELLING THE BRAND POSITIONING

A printer / handheld friendly version can be found here:

SELLING THE BRAND POSITIONING

It is also available in PDF here:

SellingTheBrandPositioning.pdf (PDF File)