Author Archive

Do You Really Need a Target?

Engage the Market, not Just a Hypothesis It is Marketing 101 gospel that you must have a customer target to position a brand or its offerings. Target is one of the four pillars of classical positioning alongside frame of reference, benefit and reasons to believe. But I’m not so sure targeting is necessary

Can Brands Exist in a World of Immediacy?

At its core, a brand is a promise to customers to deliver a specific product, service and/or experience with particular qualities. Brands deliver value to customers by serving as a shortcut in a purchase decision and by acting as a badge of sorts. They deliver value to