Sharp challenges the conventional wisdom that brands should target specific segments or demographics. Instead, he argues that brands should focus on building a broad appeal and increasing their mental and physical availability. Sharp provides evidence that brands that try to target specific segments often end up with a niche brand that has limited growth potential.
You can find more information on this paper, including a PDF version, through various online sources, such as: How Brands Grow Part 2 Pdf
, which are the triggers that cause someone to consider a purchase. Physical Availability Sharp challenges the conventional wisdom that brands should