For a variety of reasons, they may remain oblivious or choose to ignore a brand’s best efforts to engage them. Specifically:
• They may not care about a particular brand category. For example, they may not need home insurance. Marketing directed to them is wasted. At least, for now.
• Or they may not distinguish between the brands within a category. They may believe all brands of gasoline are identical. To them, gas is a commodity, so it doesn’t matter which brand they buy.
• They may not value a particular brand’s differentiating attribute. A car brand that centers on luxury may not resonate with consumers concerned about fuel economy.
• Some consumers are brand samplers by choice. They are intentionally disloyal to any particular brand because they enjoy experiencing multiple brands. For example, they may enjoy dining out at a variety of restaurants.
Strong brands target a well-defined set of desirable customers and work to build loyalty. They have the courage to differentiate, narrow their focus, and apply their resources where there is greater opportunity.
One size does not fit all.