Moving the Goal

There is a marketing/pr strategy that says when the opposition, competition, or the proverbial "other side of the road" gets too close to winning a battle against you, a great solution is to move the playing field and the goals. Essentially, you redefine what is important to consumers and change the order of the copy points. While individuals are smart, masses are not. The "masses" are more easily swayed when being asked to redefine what is important to them. Case in point, if you are losing ground in a political campaign discussing a war, then you stoke the embers of something else like economic troubles and point out that if economics aren't solid, war is almost irrelevant.

While the concept of distraction and repositioning is not new, the formal strategic approach sometimes referred to as Brand Framing is significantly more advanced. This deep integrated approach between the psychological state of the target group with traditional marketing methods creates a significantly more effective approach.