On a recent assignment my client and I spent a good deal of time on the target. The What’s The Idea? brand brief refers to the target as follows:
Living, Breathing Target (Define the largest grouping of consumers, bound by a single shared attitude or belief, that will be most motivated to buy/consider the product? Provide a description of the target, not title or demographic.)
Peter Kim a long-ago mentor used to refer to the target as a large group of various targets, with many different buying motivations. But he then suggested “re-massifying” them back into a single group, with one shared care-about. I loved the word re-massify. Out of many one kind of a thing. Peter’s knew this was how you built a brand – reach as many people as you can, with a hopefully compelling value proposition. That said, when re-massifying the target, trying to find a single shared care-about, one can water down the principle value. It’s hard work. (And sometimes, you just have to eject part of the target, so as to keep your key claim compelling.)
Well, on the recent assignment, my client added great value by not simply approving the presented LB Target, he pushed. And yes, we did lose some people when re-massifying. But it made for a more compelling brand brief and brand story. This additional targeting work made the creative process easier for the creative teams. An important result to be sure.
I’m convinced the target description is one of the most important parts of the brand brief. Even more so than the “Core Desire” which is a distillation of the LB Target’s most important need.
Get the Living Breathing Target right and most other pieces should more easily fall into place.