If people can have a bucket list of things they yearn to do in life, why can’t brands? We have shortlisted some things we have learnt during 2020 that, whether you’re a small or medium-sized business, multinational corporation or individual trying to build your own personal-sized brand, might help you survive (and grow) in the coming year.
Instead of mass markets, seek niche audiences. Products produced at mass can often harm markets and the ecology. Look at the mass dumping of fashion products each season. We waste one third of the food we produce. Look around and you’ll see fistfuls of smaller companies selling clothing, cheese, bikes, beauty products, even homes. If you find it’s harder to connect to these niches, it may be because they don’t want you to. ..
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