Targeting should be consumer-informed, but brand-led. Avoid the mushy middle.

Having trouble making business and marketing decisions? You have so many potential customers, how do you talk to all of them? Simple – don’t. Start with your unique strength. Who cares about that strength other than you? Who will buy your product because of it? Target your messaging to them. Forget about the rest. Focus on the sweet spot. The spot where you’re better than the rest. The spot where you can win.

The article below is from the June issue of QSR Magazine. Denise Lee Yohn’s monthly column speaks to how brand can and should drive all activities in an organization (and the chaos that ensues if it doesn’t).

As I’ve been taught – decide what leads and what follows. It’s easy from there.

Eye on the Prize – Denise Lee Yohn.pdf
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