The One Difference Between Smart Brands and Stupid Brands

When it comes to marketing, it always seems like there are some brands that just get it. Strategic timing, effective messaging, universally loved - whatever they do just seems to always work.

Then there are those that just seem to grow in circles, wheels constantly stuck in the mud, feverishly spinning to gain any traction.

What is the difference between smart brands and struggling (stupid) brands?

Before we answer that, what constitutes intelligence?

I'm certainly not the first to offer this interpretation, but I firmly believe the mark of intelligence is not measured by the amount one knows, but by the level of awareness and understanding of what they do not know.

Smart people know their limitations. What they are and what they are not.

And brands are no different.

I've worked with hundreds of brands, and during the course of a Discovery phase, I'll always ask them who they're trying to target.

If the answer is ever "Everyone!", then I know we're in for an uphill battle at best.

Smart brands understand precisely who they are not for. They are not distracted by every shiny object. They know who they need to connect with, and don't bother wasting time with an audience they know neither cares about nor needs their solution.

Stupid brands think they can appeal to everyone. They think that anyone can benefit from their product. They waste time and burn credibility trying to bend over backwards for 8000 different audiences as opposed to narrowing their focus.

It's ok to have multiple customer demographics and avatars, because ultimately there is a shared problem that you are solving. And it's ok to tweak your messaging to different demographics, so long as the solution you provide - and the core messaging surrounding it - remains consistent.

Smart brands are missionaries, spreading a core message that connects to diverse audiences.

Stupid brands are politicians, saying whatever to whomever to get their dollars.

What's your brand like? Are you trying to get in everyone's wallet? Or are you focused on connecting with the people and pocketbooks that matter?