O'Reilly logo

The Truth About Creating Brands People Love by Donna Heckler, Brian D. Till

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 41. Smaller targets are easier to hit

An archery club was practicing. All lined up, each person faced what seemed to be a small target hung in front of a bale of hay. Perhaps if those targets were larger, they would have a better chance of success? On the archery range, a nice, big target can be easy to hit.

In marketing, however, the opposite is true. Large targets are difficult to hit. The more diverse group you hope to appeal to, the harder it is to construct a compelling brand proposition, and the tougher it is to build meaning around your brand that connects with your potential customers.

Washington D.C. bookstore Politics and Prose built a wonderful business focused around the intellectual community, stocking thoughtful poetry, policy ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required