DEFINE, UNDERSTAND AND ADDRESS – THEN FOCUS SOME MORE This is the second in what I believe is an important series of articles published in THE D. JOHN CARLSON REPORT on the subject of cutting costs in branding, marketing and communication. All factors addressed in this series centre around the core threads of knowledge, intelligence […]

DEFINE, UNDERSTAND AND ADDRESS – THEN FOCUS SOME MORE This is the second in what I believe is an important series of articles published in THE D. JOHN CARLSON REPORT on the subject of cutting costs in branding, marketing and communication. All factors addressed in this series centre around the core threads of knowledge, intelligence and strategy. This article highlights the cost saving potential of that all too rare skill and practise of focusing. It is a skill that I freely admit not to do as well as I should. How often do you hear marketing gurus saying things like: ‘You cannot be all things to all people’? ‘Step one in planning is to define your market’? ‘Address the market that has the greatest potential’ I have heard these statements from experts almost as often as I have heard other people in business say: ‘My market is everyone’ ‘We target…