WHY STRATEGIC TARGETING IS SO HARD
We have been writing a great deal lately about targeting for a brand's positioning because doing it well is so challenging ? and so important. The positioning target sets up the entire positioning, after all. And one of the themes we have been pushing is that it's time to think about the target as not merely the set-up of the positioning, but also as a prime opportunity to differentiate the brand from competition - as in identifying and selecting a strategic target segment (or may be two) that competitive brands have not identified and could not satisfy as well even if they did. This week we reprise this theme and share some of the principal reasons why strategic targeting is so hard to do.
The DISPATCHESTM for November 8, 2009 can be found here:
WHY STRATEGIC TARGETING IS SO HARD
A printer / handheld friendly version can be found here:
WHY STRATEGIC TARGETING IS SO HARD
It is also available in PDF here:
posted by BDN International @ 3:32 PM
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