IT'S TIME FOR A NEW TARGETING MODEL

This week we take a look at a familiar Positioning and Communication topic (Targeting), but with a new angle. Truly, nothing amazes us more than how bluntly and cavalierly marketers and their senior managers set their Targets: the way they were set fifty years ago, when categories had few competitors, products had much more differentiation, and media was limited to channels you could count on one hand. Despite all the discontinuities that have occurred and are occurring, most managers still set their Targets using the old model ? going after as much of "everyone" as possible. It's high time for a new model!

NOTE: We are still in the process of determining the level of interest in the possibility of an Open Brand Positioning & Leadership Communication program later this year. So if you meant to reply, but haven't so far...it's not too late! Just contact Lori Vandervoort at lorivan@bdn-intl.com or call 800-255-9831(620-431-0780). Or for more information, go to http://www.bdn-intl.com/OpenBPLCC2014.php

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To view this article in its entirety directly from our website, please click on the appropriate link below. We have also provided both a pdf link and a handheld version to allow for your preferred method of viewing. Note:  depending upon the configuration on your particular computer, it may be necessary to copy and paste the address into your browser. 

Should you experience any problem in opening any of these links, please contact Lori Vandervoort at lorivan@bdn-intl.com or call 800-255-9831 (620-431-0780).

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The DISPATCHES^TM for June 29, 2014 can be found here:
http://www.bdn-intl.com/ItsTimeForANewTargetModel.php

 

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=519

 

It is also available in PDF here:
http://www.bdn-intl.com/uploads/ItsTimeForANewTargetModel.pdf