great brands don't chase customers

From What Great Brands Do: Great brands know that if you try to be all things to all people, you’ll never connect deeply with anyone.     Here are a few resources to inspire your thinking about narrowing your customer focus: Mercedes Is Driving Dangerously, Chasing Customers Why Red Bull Loves Its Haters Great Brands Don’t […]


When Dietrich Mateschitz launched Red Bull in 1987, he wanted the brand to be perceived as an ultra-premium drink so he made it the most expensive carbonated drink around at $2 a can. […]