Nailed It!

Not long ago, I posted about focusing a brand on a single positioning and targeting that specific customer segment that defines your brand.  To bring the story home, I compared it to playing darts.

Not sure if the analogy worked.

Blogger Brett Duncan has a recent post that takes a decidedly more direct approach. He says Segmenting is Stupid. He’s right. He made a few points that my post didn’t.

The ignorant like “brand extensions” and “segmenting” because it doesn’t require a commitment. It doesn’t involve neglecting a market. It doesn’t force you to make a decision. It’s a crutch.

He also advises marketing consultants whose clients want to segment their brands to “slap them across the face.” Personally, I wouldn’t advocate violence, but I think we get his meaning.