Here’s an interesting WSJ article that illustrates very vididly something that we’re always on about here at Pure Marketing. If you want a big brand – better to use a rifle than a shotgun when it comes to targeting. Pleasing everybody by throwing everything but the kitchen sink in rarely works. Most often, it pleases no one. Better to find a real bullseye and nail that and then wait for those evangelists to spread it with everyone else. We’ll see if that works with this critically acclaimed book. My guess is that it will (especially if Oprah likes it). Call us if you want to sharpen the focus on your brand.
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