Being Remarkable · Brand Marketing · Marketing · Me-tail · Share of attention

Everyone, anyone and the cluster of someones

It seems perfectly okay to hope that everyone and anyone would agree that compassion and fairness are essential values to espouse.

Just about everyone and anyone might even be a sensible target market for Amazon or Walmart.

For the rest of us, that way of thinking is certain to drive us into a ditch.

As the mass era gives way to a new era where brands must be more relevant and intensely personal–where share of attention is at a premium–there is no everyone anymore. When we’re grateful for anyone who buys our product or service that merely demonstrates desperation. not clarity of strategy and purpose.

It’s always been a good idea to identify and differentiate the key customer segments we intend to focus upon and to understand the uniqueness of our value proposition. Today, it’s not just sensible, it’s essential.

Clearly articulating “the cluster of someones” for whom we will be powerfully relevant and distinctly remarkable is the new table stakes.

Treating different customers differently must become our mantra.

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