GREAT BANDING INVOLVES ENSURING YOUR MARKET IS NOT EVERYONE Paul Keating once said that if you do not have enemies, you have not done anything worthwhile. I agree with him and I would equally argue that if some people do not relate to your brand then you do not have a brand at all. Branding […]

GREAT BANDING INVOLVES ENSURING YOUR MARKET IS NOT EVERYONE Paul Keating once said that if you do not have enemies, you have not done anything worthwhile. I agree with him and I would equally argue that if some people do not relate to your brand then you do not have a brand at all. Branding and more broadly marketing, is all about identifying a defined group of consumers who can and will buy your product or service because it meets or exceeds their expectations – and given the fact that no two people are the same – it is not possible for this to involve all people. So many business and indeed marketing people have said to me that there market is everyone and that they have no competition. Both are absurd. There is always competition for the consumer’s dollar (even if it is not buying at all) and it…