ARTICULATING A STRATEGIC TARGET
magine you have just hired a new Brand Manager to take the lead in developing a brand positioning for a major launch. After a few weeks of work with the brand team, this manager presents his thinking on the positioning strategy -- starting with the proposed Target: "Moms with children, 0-2." Knowing that such a Target means all moms in the market with such children and knowing that you do not have the mega-resources to invest equally well again all of these moms, you immediately begin to question if you hired the right guy. If you're like us, the first questions in your mind are probably some like, "And I hired you to lead the brand team's strategic thinking? Do I really need a high-priced MBA to come up with something as common as this?" No. What you really need and want is someone who can craft a Strategic Positioning Target. That's our subject for this week!
The DISPATCHESTM for June 28, 2009 can be found here:
A printer / handheld friendly version can be found here:
It is also available in PDF here: