The perils of being something to everyone.

By Alan Morrison
“I don’t wish to be everything to everyone, but I would like to be something to someone.” So said Noah’s fourth son Javan. But it could have come from Nike’s or Apple’s CMO. Because Javan just might hold the key to marketing’s modern day dilemma.

Consumers are flooded with choice. Concurrently, marketers are overwhelmed being all things to all people. “Smart niching” is one of the most effective ways of creating bonds between customers and brands. It means standing for something and sticking to your guns. You might cop flack for your strongly held view of the world but you’ll also attract people who align with it. And this shared conviction drives brand preference.

Being crystal clear with robust knowledge about what drives your audience to act is at the heart of Fluid’s strategic approach.