12.5. Generating Options
One common hindrance from which companies suffer in evaluating their identities is a lack of imagination. While it's self-evident that there are a variety of possible customer targets depending on how they are defined, developing a wide variety of strategic positioning options can be more challenging.
We have developed a mechanism for identifying dozens of potential positioning options in a rapid, prolific, and comprehensive manner. We call it the "Some Strategy" approach because it's based on the observation that just about any well-defined brand in the marketplace can be categorized into one of five "some-based" groupings: Someone, Something, Somewhere, Sometime, or Somehow.
Here's how it works:
Someone: This is when ...
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