Trap: Pandering to the middle

Creating a powerful idea for an engaging brand can be one of the best parts of the job.

But clients and bosses alike often fall into the trap of pandering to the middle; ie. dumbing down the message so more people can understand it. By capturing a larger market with your message, you stand a better chance of increasing sales. Makes sense right?

But I would argue that giving your message a case of retardation means that you are only attracting dumb customers. Customers who jump from brand to brand as the fads come and go.

Promoting a strong, smart message attracts smart customers. The kind of customers you want to have. The kind that are loyal, spend money and help promote your brand for you. (Apple anyone?)

Source: Seth Godin