Is your customer segment strategy aligned with your brand? by Peggy Munnagle
That said, segmenting your marketplace does not mean your market needs to be small. It just means it needs to be distinct. While Apple is the de facto example, other strong brands also illustrate the power of strong positioning to a clear segment of customers. Think Disney, Harley Davidson, IKEA, Trader Joe’s…even the Green Bay Packers. All of these are strong brands with clear positions and loyal (often very large) customer groups.
Telling your brand story is an art. Finding the story line to tell is a science – one you can craft with skillful segmentation.