Friday, August 16, 2019

Who should be happy?

You don’t have to like it. It just needs to be right for the intended audience and market. You are not the consumer. Even if you fall right in the center of the consumer groups you have defined. You are merely a custodian of the brand. Decide what is right based on what the brand’s tribe likes. Not you. We don’t care about you. Really, even if it hurts you. If we keep you happy, that decision will hurt the brand.

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