Blog

A brand promotion strategy is a plan that links positioning to channels, messages, budget and metrics. It defines who the brand speaks to and what it says, where customers see it, and how to tell whether promotion works.In shortThe foundation is a brand…

Long-term goals describe where the company wants to be in 3–5 years: markets, products and scale. Short-term goals describe what must be done this quarter or year to get closer. The second follow from the first.In shortHorizons: long-term goals for 3–5…

Market segmentation divides buyers into groups with similar needs and behaviour. Target segments are chosen by size, growth, accessibility and profitability, and each one then gets its own offer and channels.In shortA segment makes sense if you can measure…

Marketing strategy goals follow from business goals: revenue, market share and profit. Each goal describes a measurable marketing result, such as leads, customers or repeat sales, with a deadline, a budget and a data source.In shortBusiness goal first,…

A positioning concept is a short description of who your product is for, which problem it solves and how it differs from the alternatives. It is built on segment and competitor data and tested with real customers.In shortPositioning answers three questions:…