TO GROW YOUR BRAND, NARROW YOUR AUDIENCE TARGET

Summary from the TLDR Marketing newsletter

Broad targeting weakens brands, while precision strengthens them. The tip of the spear approach focuses on a highly discerning customer whose standards define the brand. Yeti, Harley-Davidson, and The North Face anchor themselves in niche communities with strong identities. Then they expand outward as broader audiences buy into that credibility or aspiration. By designing for the toughest segment instead of the average one, brands raise their bar and widen their appeal.