Successful Marketing Focuses On Targeting, Not Segmentation

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 ...

A Conversation With Dr. Derrick Daye on Positioning, AI and the Brand Work That Matters.

Dr. Derrick Daye has spent more than two decades helping leadership teams connect brand strategy to business performance. As founder and Managing Partner of

What do United Airlines, YUM! Brands, Kohl’s, Ulta Beauty, and Estée Lauder have in common? Their leaders are talking about brand loyalty as a driver of business performance.

Yum! Brands CEO Chris Turner remarked in the YUM! Brands’ August earnings call (Q2 2026): “Loyalty creates better experiences for consumers, stronger engagement with our brands and more pow...