Quantitative, but delivering much more than numbers
Successful brands know their target consumers intimately and deliver to them meaningful, differentiated and authentic propositions. I take great pleasure in contributing to this – starting with segmentations that clearly point the way to identifying the target and ending with tracking that ensures the proposition is getting across and winning the competitive battle. Powerful segmentation delivers a real depth of understanding of target consumers as people – what they want in the product or service as well as where it fits in their lives and what their priorities are. It allows marketers to craft propositions that meet market needs, but also deliver to a higher purpose that will ultimately differentiate the brand. It is no longer enough to be positioned in a market context only. Effective tracking helps marketers ensure their communications and actions cut-through and work in a constantly changing and difficult environment. Again it’s not getting any easier and our guidance can be invaluable.
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