Identifying the external channels

- To make a promise, you have to communicate it.…The key is to select those communication channels…that are most consistent with the essence…of the brand, its authentic persona.…A simple framework for this is answering the questions:…who, what, why, where and how.…First, you have to decide on why you want to communicate.…Are you telling the market your overall strategic…brand positioning, the core brand promise?…Or are you building tactical awareness…around some new feature or benefit of the product?…If so, this type of campaign would link…directly to your tactical marketing positioning.…

During the positioning step of the brand-building process,…we answer the next question: who?…That of course is your target audience.…You identify the specific customers that you…want your brand message to be relevant to.…You group your customers using…one of four Segmentation Approaches:…Demographic, Geographic, Behavioral or Attitudinal.…The one you use depends on what you're about to communicate.…If it's a new feature, you may…