A New Method For Mapping Brand Strategy

This article in HBR about a new method for mapping brand strategy by Niraj Dawar and Charan Bagga caught my attention. 

Marketers have always had to juggle two seemingly contradictory marketing goals: making their brands distinctive and making them central in their category. 

Dawar and Bagga present a new approach which they call the centrality-distinctivesness (C-D) map. 

C-D maps are perceptual maps that enable marketers to identify their desired market position, make decisions about how to get there, track performance over time, and evaluate their strategies on basis of resiults. 

What are “C” and “D”? 

C= Centrality. Centrality is about which brands come to mind when you think about a category.

D = Distinctiveness. Distinctiveness is about how brands stand apart from each other.

If you are interested, there is a good explainer video in the article. 

https://hbr.org/2015/06/a-better-way-to-map-brand-strategy

読んで　下さい！