During your annual planning ritual - do you study and analyze the current situation in your market and then move on straight to setting your goals Thought so

A spate of recent articles about the Obama brand have, in my view as an expert on marketing, neglected the brand's strategy and focused its verbal or visual expressions But far more important is the distinction between the short-term brand, "Candidate Obama," and the long-term brand, "President Obama

The 'Marketing Strategy' is the way we have come up with for achieving our marketing goals and it should include two mandatory elements: - Which target consumers whom we can reach, hold a viable potential to buy whatever we intend to sell - What is the offer (the entire marketing mix) we will be presenting to these consumers in order to appeal to them and thus realize the said potential, given their alternatives

The main reason for the general fascination with brands is their ability to provide the consumers an extra value in addition to what the product\service\company themselves can provide A value which becomes the major motivation for consumers to desire the product

By definition, a luxury brand is an outstanding brand, justifiably priced highly and destined, at least primarily, to a select group of the social-economic elite Luxury is not about unattainability though

If you're trying to segment your market in the traditional way, what you may be looking for would be groups of consumers sorted out in such a way that a certain likeness exists within each group, and a difference exists between them The variable determining the meaningful likeness or difference between those groups would be the segmentation variable

The Old The old customary procedure of strategy development has a pure and sound logic It has been designed in order to answer the question: What is it that we should do in order to achieve our goals