Strategic Sense LLC

marketing and sustainability consultants. brands drive competition in most sectors in today's world. they have not only become a key success factor to excel in the market, but are necessary to remain competitive. for strategic sense llc, the key to this challenge is the customer. therefore, we have developed a customer-focused and value-based approach to branding. success in the marketplace more than ever is dependent on segmentation –the ability to identify groups of customers that are so similar that the same product or service will appeal to all members of the group. despite the importance of getting segmentation right, many managers continue to adopt segment classifications that squarely target their products and services at phantom targets – internally defined segment classifications that are imposed on customers but in reality do not exist. this, not surprisingly, is a cause of many failed product and service efforts.