Mini MBA in Brand Management
Module 04


target marketing / mass marketing / two-speed planning / the long and the short

It looks at first sight such a simple challenge; who are we going to go after for our brand? But the reality is that this is one of the most complex modules on the course.

To be successful in the 21st century you have to go after both the long and the short; long-term brand growth, requiring mass marketing, and short-term activations, requiring a more segmented approach. Mastering, managing and combining them together in a two-speed plan is massively important.