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