1. Make a choice, choose a direction
Strong brands are built with clear DNA, archetype, brand values and brand promise. You choose direction: you know who you are, what you stand for and who you want to address. Make clear choices in terms of target group. Choose an audience that fits your brand values and promise. In B2C, do you choose an influencer that reaches the masses? Or do you choose an influencer that reaches your niche group making the impact greater? The message: choose one direction! For example, take the Just do it campaign created for Nike with the American Football player and activist Colin Kaepernick. Nike is typically a Hero brand. Why did this go viral? Because they have a strong opinion. And thus appeal to a specific group. But they also have the courage to exclude a large group.