THE CONTINUUM
The Continuum model was built to help marketers understand the current balance of power between consumers and professionals in their markets, and optimize communication to both groups.
WITH THAT NEW UNDERSTANDING, WE DEVELOP THREE KEY OUTPUTS.
STRATEGY
CREATIVE
PROGRAMMING
HERE’S HOW IT WORKS
1. MARKET EVALUATION
What is the classic strategic or competitive set up of the marketplace? Of the target?
What is the current brand state?
Who is the brand built to serve?
2. DEPENDENCY STATUS
What is the relative level of dependency between the consumer and professional?
What is the supplier’s dependency on the professional audience?
What is the supplier’s dependency on the consumer audience?
3. INFLUENCE OPPORTUNITIES
What is the supplier’s ability or opportunity to influence the consumer or professional audience to take the actions required?
How much effort is needed by consumer or professional to take action?
4. MAKING THE CONNECTION
How do the professionals view and express their expertise in the current environment with the current product/brand/portfolio?
How do the consumers view and express their informed or more often perceived expectations (needs) of a product and our brand?
What are the best areas to trigger a connection between expertise and expectation?
ALL DRIVING TOWARD THE MOMENT OF TRUTH FOR EACH TARGET BASED ON WHERE YOUR BRAND FALLS ON THE CONTINUUM.
The result will be a greater focus on the interdependency of your targets, revealing opportunities to enhance your go-to-market strategy.
INTERESTED IN UNDERSTANDING YOUR BRAND BALANCE?
Contact Peter Heymann at pheymann@nortonadv.com or 845-358-5703 to schedule a review and presentation.