Most companies brazil b2b leads don’t think about the market in terms of customer benefits. If you do this, you'll gain significant advantages. You can see opportunities and threats that others miss. Once you have this "interest map" of your market, you can decide where to position your business to compete most effectively.
When deciding who to target, you don’t always have to target just one group. You can plan to expand to other groups over time. Allen calls this “migratory positioning.” To do this, you must first focus on serving a group of customers. Then you begin to develop the skills and capabilities needed to deliver the benefits that different groups want.
As you build these capabilities, you can gradually target additional market segments. Eventually, you'll be able to serve both groups effectively. In The Brand Effectiveness Handbook, Allen discusses "stress testing" that aids in this process. A test checks your company's capabilities—what you're good at delivering. Another test looks at your competitors and what their focus is.
By understanding your strengths and the position of your competitors, you can choose which segments to target now and which segments to expand into later.
A deep understanding of brand strengths paves the way for a strong brand image and business growth.