05.2013 - Brand Clarity is Strategy

Brand Clarity = Strategy

How much should you know about your target customers? 

The answer -- A lot! 

These days anthropologists are populating companies such as Microsoft to create deep understanding of customers' dreams, core values and daily life habits.   Successful companies know the age-old question:  "What makes them tick?," is at the heart of creating a clear strategy for capturing potential customers' hearts and minds and building brand loyalty. 

It's one thing to crank the numbers and understand the analytics behind your target audience's demographic.  It's quite another to understand their story, their mythologies, their heroes, traditions, and core values -- the rules that govern their choices.

If you want to read more about the anthropologist's approach to marketing, pick up the March issue of The Atlantic Monthly.