Preview

General audiences gravitate towards brands with accessible products that provide wide-ranging value. If the product adds some marginal value—it’s a cheaper alternative or improves the experience—it has a solid chance of succeeding. Thinking of consumers as one large group changes the strategy around a company, who must then architect its business model more broadly. Like pop songs and box office hits, going after a general audience provides an opportunity to capitalize on the commonalities among a large population, giving a brand the opportunity to scale. Mass sensibilities shift as new trends, technologies, and consumer expectations take shape. In this sense, mature brands that have focused on general audiences must shift their strategies to reach this changing audience if they don’t want to become tired or irrelevant. Additionally, they can dive into new niches by creating sister brands or niche products, which can lead to new revenue streams while enlivening parent brands.

This report looks at:

  • What’s happening with mass-market audiences and why does it matter for the larger consumer ecosystem?
  • What do these success and failures mean for brands, investors and real estate developers?
  • What should brands, investors and real estate developers do to harness the powers of mass-market audiences?

Featuring case studies on Hollar, Amazon Prime, Diapers.com & Jet.com, Hilton, CB2, JCPenney, Sephora

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