This diagram maps your brand offer as it relates to consumer needs.
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The Marketing Targets Diagram presents a strategic hypotheses that clarifies which of your marketing targets should have marketing resources applied toward them, which of them should be
Organizational alignment allows you to complete the loop from marketing communications and your brand promise all the way through to the lived experience of your consumers.
Does culture eat strategy for lunch? Not really. But will a misaligned culture eat up your strategic efforts? Probably. Does it make sense to pay careful attention
Brand names, like all names, are crucially important. Do you keep yours when others whom you cannot control are using it?
Our marketing discovery process is aided by a set of tools outlined here. We believe that they are some of the best available.
Get answers to these and other key questions: “Who is our most natural consumer?” and “Why should they care about our product or service?”
If you satisfy your customers you fail, because in order to succeed you must deeply satisfy the customer for whom your product is most naturally suited.
Strategy is a very misused word.
Marketing strategies are—if you look at how the word is used—any marketing activity that might possibly work. People talk about “strategies”
What is the difference between a visual brand and a true 360 brand? How do you get your organization to think beyond just the visual brand?