HOW THE STRATEGIC TARGET SETS UP THE POSITIONING

You've heard the old saying, "The whole is greater than the sum of its parts," right? Well, here's another one for you that you might not have heard: "When it comes to crafting a winning Brand Positioning Strategy, the Target element is greater than the other parts." Or, maybe a better way to state it is that, while only being one of five positioning elements, or 20% of the total positioning, the Target contributes much greater than its fair-share. That's why it's always a best practice to start with and craft a complete Strategic Target.
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The DISPATCHESTM for April 1, 2012 viewed from our website can be found here:
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