Uncover the truth with targeted segments.

What we realized going through the exercise of further target segmentation was that one customer with one aspiration/motivation and drivers – the brand purpose gave us a discovery of two additional mindsets in the same perfect customer category.

The one mindset of the perfect customer is already in the required state to that the product experience delivers – he is merely reliving that experience in a different environment and space and enhancement of that experience.

The other opposite mindset of the perfect customer is one that aspires to be in that state, in that profile, to live that alter-ego role and we need to cater, identify and talk to both mindsets equally.

We need to add value to both profiles and the value proposition needs to be equally compelling. The value proposition must resonate with both and that the core brand purpose is valuable and speaks to both.

It just shows us the importance of brand purpose and how now we can further segment and align our brand identity and brand communication strategy to target both these mindsets with equal impact effectively.