To grow your brand, narrow your audience target

How Yeti and Harley Davidson use a tip of the spear strategy to grow their base

Part of campaign development is defining your target audience. I’ve noticed that brands often get cold feet when it comes to targeting a very specific customer segment.

If we target [specific segment], will we limit ourselves to only this audience in the future?

It’s a natural concern, especially if you are responsible for bringing in sales. Wouldn’t you …