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Learning from brands



When a product is first established (or in any subsequent point of significant change to it), Marketing 101 tells you to first identify the target audience before plunging into designing and implementing a marketing strategy for the product. It is simply pointless to talk about what the product has to offer if it is not clear who the offering is for.

Once the target audience is identified and the marketing strategy (right from pricing to communication) has been decided, it strictly applies to all. If the target audience has been split into a few segments with a slightly different strategy for each of those, then what has been decided will apply the same way to all in a particular segment. Those falling outside the umbrella of the target audience will seldom affect any major decision related to any aspect of the product.

Simply said, the job of the marketer is to focus her efforts on pleasing the target audience. At the same time, she is expected to understand that she will reach nowhere by trying to please everyone (whether target audience or not).

This is something we need to learn from the way successful brands are built. To design brand behaviour with only the target audience in mind and nobody else.

Just like a brand, a person will go nowhere if she tries to please everyone in every situation. Her actions ought to be determined only by what her target audience is (either in terms of goals, or morals, or the people she cares about). 

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