the wrong customers
This will be a familiar story...
Brand X makes a decent product that has a relatively small slice of it's category, enough to tick over but could always do with growing a bit more.
Brand X, unfortunately, are prone to committing the number one biggest mistake in marketing. They continually look at things from their own perspective, rather than their customers.
And Brand X have recently discovered, the WRONG people are buying their product.
This annoys conceited Brand X because these customers that they DO have, don't match the image the brand has of itself.
Brand X squanders the small amount of marketing budget it does have on trying to change the behaviour it's 'target market' (in this case a bunch of people who sadly, are not remotely interested) to buy a product they don't want.
A far better idea for delusional Brand X would be:
Find out why the people who are buying, ARE buying.
And find ways sell to more people like them.
Waste time and money continually looking for the 'right' relationship, the one that matches the brand view of the brand? Or cultivate the ones you have already?
Beacause if these 'wrong' customers go elsewhere, what are you left with?
