Innovation details

Presented

Denver, 2006

Created for

Madison Consulting Partnership

Insights and actions

Promise segmentation is a key component of the Customer Influence Model, which is in turn a central feature of our proprietary system of "Fast Track" brand development. Promise segmentation entails a careful definition of customer segments and the way influence cascades from one segment to the next. This segmentation exercise, conducted with the client's team, enables the brand to activate three critical customer engagement modes: Rational, Emotional and Cultural.

Brand Promise Segmentation provides a strong foundation for the Brand Manifesto.

Key clients involved

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