Vertical Marketing is about how much value you deliver. I think that this kind of marketing allows us to become more aware of our own strengths and how to leverage them to serve our clients. Loved this article!
I agree that many brands don’t seem to have a branding strategy. Also many confuse tactics with strategy. You state it very well. Start with where you want to go and then decide how to get there.
Nice job covering the basics, Steve!
Having a plan is critical, not only for the deliverables of the business but how to drive sales as well.
One important thing I’ll add is using data in your market research to determine not only who your target demographic is, but how they think and what they are…
I sometimes refer to these goals as BE GOALS. A customer is less interested in what he can do with a firm’s offering but what he can become (!) with a firm’s offering. So, I agree that this is an highly important insight to craft a remarkable brand strategy!
Very nice read Steve. The lifestyle brands have really figured out how to create an effective brand story — they elicit that emotion of wanting to become a better person or align with a specific sub-culture. Definitely a good idea for any brand to strive towards.