Wednesday, August 3, 2022

Did you know it was going to be this messy?

Like pottery, you have what you want to sculpt in mind and you begin the process with that vision in your mind. In marketing strategy, you begin with a theory or a hypothesis in mind. Here is what I know about the market, based on this I know these are the segments, based on these segments I am going to target this particular segment. With this segment this is what I intend to achieve by telling them this story (or message or positioning or whatever you call it).

Then you set off to execute it with your tactics. Is it a guarantee? Of course not. That’s why it can get dirty and messy. But there is a method to it to make it tidy and orderly. Then you adjust and mend as you go along.

How beautiful will it be?

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