Have a slight fuck off attitude in your B2C marketing communications but lend a helping hand to your B2B players, if they are playing fair.
Have elements of self-amusement in your marketing communications. If the marketing fails to amuse the marketer, its not good marketing. Focus then, should be on the self itself, not the copy.
Distribution of the advertising should be where the tribe is at. If the messaging amuses you, it will amuse the tribe as well. Have faith.
While its true, that hope is not a strategy, therefore, test & learn. That will help you decide the degree of risk needed when approaching the mass market.
There should be a 0 chance of error when approaching the masses. Experiment all you want in the trenches.
If you are unsure, reduce the risk, because sometimes the culture can’t keep up with the innovator. There is always another day, of course if you work out.
Its also true that marketing is giving taste. But timing matters. Not everything all at once. Drip.
Don’t send mixed signals. One message, one CTA.
When repositioning, don’t rush. Sit with the idea for some time, and meditate on it. Its important to flirt with the target market while meditating. The answer will reveal itself. (Hint: Some light hearted flirting elevates the mood, and make sure that there are a few witnesses.)
-#