Successful Marketing Focuses On Targeting, Not Segmentation

There is a general feeling nowadays that things are out of control. An understatement, perhaps, but not a misstatement. People feel a loss of agency.

This is the panic over AI. The alarm being sounded right now is tha...

Apple just introduced its new, foldable iPhone Duo. Whether you think this is fabulous or a future flop, Apple has reignited focus on the intertwined roles of innovation and marketing.

The New York Times story on the new iPhone Duo focuses on whether or not people will buy a mobile phone with a suggested retail price of $1,999. The NYT story did not examine Apple’s abi...

Twenty years ago, Branding Strategy Insider began with a straightforward ambition: create a place where people serious about building brands could find thinking that made them better at it.

I could not have imagined then what BSI would become.

Twenty years later, BSI reaches tens of thousands of brand and business leaders each month, supported by more than 60,00...

In its heyday, Target promised affordable, designer style for everyone. Anyone could afford stylish items that were ordinarily available only to those with money for conspicuous consumption. That Alessi teapot could be yours. Target democratized designer style.

Henry Ford decided to make a car the general public could afford. He said,

“I will build a motorcar fo...

We want to stop. To quiet the noise in our heads. To resist the urge and fight the impulse. To walk away without regret and longing.

We are in a cultural moment when quieting cravings is the emerging through-line of life.

This is a profound pivot from the past. Craving and indulgence have been our commercial and cultural touchstone for decades. Stoking cravings ...