Thought For The Week


When the First World War broke out in 1914, ground troops would fire at all aircraft flying overhead as it was impossible to distinguish friend from foe.

To ensure British soldiers fired only at enemy aircraft, a blue, white and red roundel was painted under the wings and on the sides of the fuselage of Royal Flying Core planes.

I use the roundel today when working with brands to identify the customer groups they should target with their marketing firepower.

A brand’s core customer should be the red circle at the centre of the roundel. That’s where the maximum blast of marketing firepower should be directed.

By constantly hitting the bullseye and delighting your most important customers, you will also impact secondary and tertiary audiences.

Successful brands know exactly who their core customers are. Failing brands often don’t have a clue. They are like the soldiers of 1914, firing at any plane they spot in the sky.

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