Two Brand Brief Targets

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When doing a brand brief I often look at two primary target types: movements and independents. Movement targets are communities of people driven by a desire for an outcome. When doing a brief for an obesity product this was a movement target; see how it extends beyond the patient to the family.

Ill Fitting – The morbidly obese understand morbid obesity is a diagnosis not an adjective. We call them Ill Fitting because they are both ill and view themselves as not fitting in with the normal population. They look different and are treated differently. (Other than home, the only place with chairs built for them is the bariatric physician’s office.) The Ill Fitting are loved, liked and often conduct their lives in typical ways, but know they suffer discrimination. Just as is the case with those who are discriminated against for race, religion, and sexual preference, the Ill Fitting have their hypersensitivities. The Ill Fitting are quietly defensive about their condition but willing to accept help so long as it is nonjudgmental. Much of their learning about the diagnosis takes place online. The ability of the Ill-Fitting to actively participate in their wellness is welcome but extremely difficult.

The non-obese population, caregivers and loved one of the Ill Fitting are also Ill Fitting when it comes to the condition. It is a topic they find hard to broach.

The other type of target, the independent, appeals to the individuality in people. The opposite of community really. Sometimes people don’t want to follow the crowd. They want to be the trail blazer. It’s a natural phenomenon but for marketers a little more daring. When writing the brief for Zude, the web’s first drag and drop web publishing tool, I used a target called Webertarians – web libertarians — a construct that identified people tired of being governed by closed, proprietary software tools.

Both approaches are viable. Pick one, don’t waver.