ABSTRACT
This chapter focuses on the brand objectives block of the process for building and sustaining brands (see Figure 6.1). The purpose of this chapter is to consider brand objectives and devise catalytic mechanisms to ensure that staff focus on striving to achieve these objectives. The chapter opens by focusing on long-term objectives, which need to be easily understood, gain interest and motivate everyone. Breaking down long-term objectives into shorter-term goals helps managers to fold back the future, and to facilitate this process the use of the market cube is described. To help focus people’s attention on those strategies best suited to meet the stretching objectives, the concept of catalytic mechanisms is reviewed.
