Addressing Brand problems, Mica, 2014
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How sharply you define your brand's problem is key to getting to a good solution. The best ones are at the meeting point of marketing challenges and those of human perception and culture.
Transcript of Addressing Brand problems, Mica, 2014
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What is happening to the sales?
behavior is causing this sales trend? What
What mindset is causing this behavior?
mindset must we aim at changing? Whose
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Target profile
IMRB HH Panel
TGI
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Marketing issue?
Who? Is not doing
the desired?
Why not? What? Saying
what will change it?
How? Should we
say it?
Where?
Mktng brief
TG
Problem
Strategy/Brief
Creative
Media
What are his/her anxieties/desires?
Insight
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