Defining audiences in the fast casual food category

Describes the results of an ad positioning experiment that was carried out and the effect these results could have on a brand's strategy, positioning and advertising.

The death of demographics

This article is part of a series of articles on how to define and reach the audience. Read more.

Audiences have become more emotional. At least their decision processes regarding which brand advertising they'll pay attention to, believe, and then follow through and buy, are more emotional. They have been for a while now.

In a 2001 study conducted by Brand Keys and 'the father of positioning', Jack Trout, the brand consultancies examined 1,192 brands – B2C and B2B – in North and South America and Western Europe. The objective of the study was to...

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