How open are they?

Every brand tells a story. Whether the story is an interesting one or otherwise is beside the point. Let’s assume the story is an interesting one, the next question is interesting to whom?

Those who are familiar with Everett Roger’s Diffusion of Innovation Theory would know about the innovators, early adopters, early majority, late majority and laggards segments. But many marketers have stuck to the same storyline throughout their marketing when each segment needs a separate message in their product lifecycle.

Which story did you tell?

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