No excuses marketing – do you know what your audience is thinking? Do you know what inspires them? Do you know what annoys them?

There is no excuse left for not knowing these answers. Audience should not be defined by a series of professionally executed focus groups then correlated with some surveys. It’s not a bad way to start, but it can’t be the finish.

Engage, ask and listen to your audience. Do you really know who your audience is? Can you build associations to new audiences from your core? Are you thinking of new and innovative ways to build your brand to your core audience and inspire them to become your brand ambassadors?