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Discover strategic opportunities

Face the challenges, then plan your next move...

Spotting strategic opportunities is very different from spotting tactical ones. You must invest time in research, planning and predicting what is going to happen in the market and the wider environment. You need to have a clear end-goal to avoid being distracted and to ensure that all your brand activities are aligned to this end-goal. After all, if you don’t know where you are going, how are you going to get there?

1. Work out where you are now
It’s vital to start with a clear understanding of where you are in the market place. This should be summarised in one simple, short statement – be honest! Is your brand top of mind with customers or last resort? Is your brand perceived as cutting edge or old hat?

2. What do you want to achieve?
Decide where you want to be and in what time frame. Again, this should be a short, simple statement – but this time don’t be afraid to be aspirational. Is your end-goal OTC status, domination of a niche segment or fundamentally to re-shape the market?

3. Agree shorter-term goals along the way
It’s unlikely that you can achieve your long-term objective in one easy step. So think about the things that need to happen en route. Make sure these are realistic and set clear, measurable targets.

4. What can help you get there: what could stop you?
How can you maximize opportunities? And how can you overcome potential blocks? Can you achieve either of these by shaping the market away from your competitors and towards your brand? Do you need to increase disease awareness or grow awareness of your brand and its benefits?

Consider internal issues but also keep up to date with what’s happening to your customers and competitors. What are the latest proposals for the NHS? How likely are they to be implemented? How might this affect your product offering? What are competitors doing? Who could enter the market and disrupt it? What is likely to happen in the relevant time frame?

Now that you’ve decided where you want to be and identified the strategic opportunities, you need to start thinking about the tactical implementation. Challenging yourself is essential if you’re going to build and define a successful brand.

Lisa Dodd, Client Services Director CAN Advertising, Clare Chamberlain, Strategic Director CAN Advertising

15th July 2015



Company Details

CAN advertising

+44 (0) 1753 272073

Contact Website

CAN advertising Ltd
59 Thames Street
United Kingdom

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