Brands have two paths: Embrace the race to commoditization and become a price comparison in the eyes of the consumer. Or understand that consumers’ fundamental wants and needs from brands have been upended, and embrace the opportunity that a values-driven approach can bring.
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Instead of wasting marketing dollars trying to capture the attention of consumers who won’t be as receptive to aspirational messaging Solo Stove focus solely on their niche audience.
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Peloton knows its audience, so instead of wasting marketing dollars trying to capture the attention of consumers who won’t be as receptive to aspirational messaging they focus solely on their niche audience.
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