Axis and Allies: Part 2

Just to reiterate, this isn't just about a method (ie tactic) that can be used to strike the target market at its core. It's a process that must be followed to achieve maximum marketing effectiveness.

All of your research will lead you to: the INSIGHT. This insight is the key to your campaign; it's the nugget of truth that glows white hot at the center of the marketing plan. An insight is a universal truth that all your customers share as an intrinsic value that they see in your product or service.

It's your Axis and Allies battle cry that trumpets your cause and helps you win the day. Find that insight, and you've found the key to the marketing kingdom.

The insight is what helps to guide and develop the direction of the next step: the strategy.