Channel Dimensions

There seems to be adequate reasoning to suggest that the solution requires us to take a multi-dimensional look at the variables that can possibly influence the relationship between a brand and an end-user.

If the relationship can be broken down into its parts and the effectiveness of each measured then once again we can begin to apply some science to an area which has traditionally left MDs irritated and marketing departments the subject of much mirth.

There are of course many more reasons to look beyond the 8 dimensions I consider in my modeling but at least we have a starting point.

Brand
Channel
Sales
Customer
Retailer
Field
Purchaser
Consumer

We need to introduce the concept of there being a necessary level of performance for each dimension before we can then focus on our winning strategy.

Simply map the score for each dimension and then decide which dimension you will develop to cement future growth and success. Easy hey?