YOU CAN’T PLEASE EVERYONE — AND SHOULDN’T TRY (ISN’T THAT A RELIEF?)
Everyone has a different personality. There are those you seek out at a dinner party and others you trust in a pinch. They are probably not the same person.
The same is true with brands. Every brand has a personality, but that doesn’t mean everyone will love it all of the time. In fact, if a brand tries to be all things to all people, chances are it won’t mean much to anyone. The middle has proven to be a less than ideal place to be for a number of brands recently, from J.C. Penney to the Gap. It’s better to have a strong core of supporters than a field full of passive bystanders that don’t actively dislike your brand, but don’t love it either.
Read the complete post, Why Brands Need to Sharpen Their Focus, published on June 22, 2017, here: http://www.wilsonadv.com/2017/06/brands-sharpen-focus/