Don't be Vanilla...have flavour!

Youve been told this before, but its worth a reminder...

Do not try to be liked or be everything to everybody. Trying to cater to everyone and beat the big boys like amazon etc will not win...

If you try to be everything to everyone you'll be nothing to nobody.

Successful brands focus themselves on a distinct and targeted audience.

You are looking to build a emotive reaction and build a passionate following of people who like what you stand for, know exactly what you promote and offer and know that you are an authority.

Don't be bland...your brand can be controversial and sometimes controversy works well...an example of this is Abercrombie and Fitch whose CEO once said...

“We hire good-looking people in our stores... good-looking people attract other good-looking people, and we want to market to cool, good-looking people."

They are an example of a brand who unapologetically enable everyone to know what they stand for and who they target.

There are 2 types of site...those people love and those that people ignore.