How to set the marketing goal? Marketing goals are SMAC: Simple, Measurable, Achievable, and Challenging*.
This is the marketing objective a worldwide iconic brand set some time ago:
The basic objective of [BRAND X] marketing is to achieve market leadership in the [MARKET] through an extension of the brand’s user base.
This goal is measurable without mentioning executive elements. It’s written in plain, simple language. The company we speak of had for sure the resources to achieve it, but it wasn’t easy, it set a real challenge for them too.
The reliance of the objective for the brand must be supported with 2-4 statements backed up with solid facts and data.
* We do not use the SMART acronym because it is redundant. The T, standing for Timely, is just another possibility to make objectives measurable, so it is useless to mention.
Read also 10 key elements of brand strategy