No one will dispute the fact that information about consumer trends, attitudes and behaviors is necessary and useful to gain insight on determining the basis of planning marketing tactics. Like a sharp knife, data is both useful and dangerous.
Strategically based design is how you bake in experiences people really care about. A well-designed customer experience is the main event in defining how worthy your proposition is of the love (devotion) customers bestow on your brand. Think of it this way, if your brand were no longer in existence, would it matter to anyone?
Innovate or die continues to be the mantra for business growth. Many great innovations are often borrowed from other ideas.
Targeting your value proposition to the right consumer is a basic marketing function. Knowing where to aim your creativity and money is the essential first step in any productive initiative to grow the value of your brand. Yet as important as defining the right target consumer is for your value proposition, it doesn’t automatically mean that defined segment will engage with your brand. Targeting is a means, not an end.
To be successful at repositioning your brand, you have to create higher meaning and aim higher. Aiming higher requires outward thinking and learning from the marketplace.
