Filed under: Digital Strategy
Sean is a legend. He’s brought to life my simple Venn diagram in a way that not only explores how to express the process in a pretty charming way (Lego consumer= tops!) but has increased my own understanding exactly what I was trying to say.
It is not only this:
“the opportunity that presents itself when we look for overlap between the Brand Position, Business Goals, Consumer Interests, and the Promise. Aiming to be inside this area makes great sense. It’s the point at which all the vectors unite.
But this as well:
I see the “Promise” being the tangible manifestation driving out to the community that is populated by content and interaction by and between the brand and consumers. It is the interaction of these two communities, brought together by a Position that bring the Promise to life:
Huggies and parents work together on the Position of good parenting and the Promise of sharing best practice
Dove and women work together on the Position of self esteem and the Promise that beauty is an internal expression.
Loving the blogsphere today!
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