Most Brands Appeal to the Same People Rather than Niche Audiences

Most brands appeal to the same people. According to Byron Sharp, there is little evidence that brand appeals to its own slice of niche buyers, e.g. the "price-conscious shopper" or "the strawberry ice cream fan." Any buyer might, in one situation or another, fall into another one of these supposedly distinct audiences. They're not meaningful identities.

A brand's distinctiveness—that is, how much does it stand out from other brands—is more valuable than differentiating itself to suit some artificial niche target market.



Sharp, Byron. How Brands Grow: What Marketers Don’t Know. Illustrated edition. Oxford ; New York: Oxford University Press, 2010.