In a world where change is happening faster than ever before, where customers have myriad choices, and brands come and go, how can you ensure your brand and business is here to stay? Stan Gordon, CEO of Franchised Food Company and expert marketer, offers his insights into the importance of adapting to your market.
Is your brand suitable for the market you are going to try and sell it to? It might seem to be stating the obvious, but you must ensure your brand is suitable for the market. No matter how wonderful your brand may be, understand that it won’t be relevant to each and every audience, everywhere you go. I learnt this the hard way by bringing my pie business from South Africa to Australia… and failing dismally! Understand your target market and get to know them well before investing time, money and energy in marketing to them.
Put simply, a brand in a market that isn’t the right fit really is a waste of time. It’s like trying to sell a prime steak to a vegetarian… it just doesn’t work!
