MAKING DIFFERENTIATION A HABIT
They say that we have more choices in our lives today than ever before. That's supposed to be a good thing, right? But, truth be told, many of us get overwhelmed with more choices - and we end up delaying our choice or making no choice at all. Making choices is also getting harder and harder for many brand-builders today. This week we take a look at the Big Forces within many companies that make making choices so hard.
We at BDNI are celebrating the Easter Holiday (and Richard's 65th-birthday) this weekend. So, we are taking a holiday from writing DISPATCHES. However, we would like to gift you with an incredible performance from American Idol, which shows the level of talent that's out there and how good coaches respond to it.
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.