The RGT Consulting blog

Marketing is not about your product

It’s about your audience

Some companies just focus too hard on their products. They resort to shouting about them being bigger, faster, stronger, cheaper or smarter. It can be wearing.

But we’re all consumers – outside of work we pride ourselves on the ability to make well-rounded decisions about the things we buy. The shouting rarely works on us. But we will purchase the soup that reminds us of our childhood or the vacuum cleaner that looks the most fun.

Clever brands never forget that customers do the buying. That’s true in both B2C and B2B environments. Successful brands know to think like their audiences, connect at an emotional level and politely ask to be considered a ‘candidate’.