Targeting in Branding: The Razor's Edge Between Genius and Madness

The impulse of every CEO to "Brand for All" is dead and buried.

And good riddance.

In the cutthroat arena of consumer psychology, targeting everyone is the equivalent of whispering sweet nothings into the void—pointless, ineffective, and frankly, a bit pathetic.

Consider the audaciousness of brands like Harley-Davidson. They didn't just sell motorcycles; they sold rebellion, freedom on two wheels, exclusively whispering to the souls yearning to break free from the mundane.

On the flipside, there's the cringe-worthy tale of a Pepsi that attempted to unite the world with a commercial. The result? A spectacular faceplant into the annals of "What were they thinking?" marketing lore.

The truth is as polarizing as it is simple: niche targeting isn't just smart; it's survival. It's about recognizing that the heart of branding beats strongest in the chests of a chosen few, not in the collective chest of the indifferent many.

Dare to divide, to stand unapologetically for something, and watch as your brand becomes a beacon for those who share your vision—and a shock to the system for those who don't. After all, it’s a high stakes game in branding.

It's better to be someone's shot of espresso than everyone's cup of tea.