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.
You’re the Brand Manager and you don’t know the net incidence rate associated with your brand positioning focus groups? Don’t sweat it, you’re not alone.
Has quality food. That was an attribute I once found in a tracking study for a major fast food brand. It sounds like an important brand attribute, but what does it mean? The answer: It depends. High quality food could mean it looks appetizing. Or that it’s tasty. Or that it’s served hot. Or that the fast food chain uses a top shelf brand name like Kobe beef in its burgers.
“A lie can travel halfway around the world while the truth is still putting on its shoes.” Mark Twain
I love solving puzzles and there’s no greater puzzle than understanding how people spend their attention, time and money. The factors that influence an individual’s choices are infinite, and often subtle.
