August 29, 2017
Recently I asked a client who their brand wasn’t aimed at, who they DIDN’T want in their store…
They looked at me strangely, fighting the instinct to say “I want everyone” – and then answered. It can take some of the pressure off when you know who your product isn’t for.
It is just as important to know who your brand isn’t targeting – being against something, or bored with a fad, or wanting something different can unite people just as much as things they have in common. In this case Hungry Jack’s (Burger King in Australia) targets those who are over the whole ‘hipster’ trends with their ‘Keeping it Real’ campaign it made me smile.