stop asking the wrong question of the wrong people I was scanning through LinkedIn the other morning, as I do every morning, looking for insightful material to read – when I saw a post highlighting a question that arises all too often in marketing and, in particular, communication – a question that impacts directly on […]

stop asking the wrong question of the wrong people I was scanning through LinkedIn the other morning, as I do every morning, looking for insightful material to read – when I saw a post highlighting a question that arises all too often in marketing and, in particular, communication – a question that impacts directly on the effectiveness and costs associated with marketing. The question is, ‘which one do you like best?’ There are two things wrong with this question: the word ‘YOU’ the word ‘LIKE’ Unless you are a member of the primary target market, it does not matter a jot what YOU like. The only group that matters is the target market. So many times I have seen business people offer their views on a visual branding, and then get their family’s view prior to making a decision – without any consideration of the primary target market – the…