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In terms of what to do when, they are in a broadly sensible order, although it can make sense to do the Basic Brand Vulnerability Matrix immediately after the Acquisition Funnel Audit. We’ll expand on the framework by providing an example of each element in action.
Competitive Market Structure Analysis
Brand attribute grids
Market Maps with share and dynamics
Which competitors should we focus on?
What should we say to the market?
Acquisition Funnel Audit
Performance at different stages of the acquisition funnel
Breadth versus depth scatterplots
What goals should we set for our marketing efforts?
Profiling the Core Consumer
Who must we sell to?
Competitive performance in different aspects of the consumption context
Which aspects of the consumption or purchasing context should we improve?
Basic Brand Vulnerability Matrix
How do we support or close gaps between attitude and behavior?