COMPLEX STRATEGIES CAN LEAD TO WASTE – 3 OBSERVATIONS It is an axiom of branding that a great brand cannot be all things to all people. Indeed, a feature of all great brands is that the market is very well identified, and the product is highly tailored to address the needs and wants of that […]

COMPLEX STRATEGIES CAN LEAD TO WASTE – 3 OBSERVATIONS It is an axiom of branding that a great brand cannot be all things to all people. Indeed, a feature of all great brands is that the market is very well identified, and the product is highly tailored to address the needs and wants of that market – even to the extent of alienating members of other markets. Apple is a great example of this. Many consumers would not buy anything else, while others would rather go without than buy Apple. Not only is this axiom true, but it also highlights a reality that is relevant to marketing as a whole, and very relevant to reducing the costs associated with marketing and/or maximising return on investment in marketing. That reality revolves around the power of focus. Focused marketing strategies inevitably achieve a greater return on investment. Increasing the level of focus…