godin's segmentation

03/14/2006 11:49:00 PM
Seth Godin just posted an interesting way to segment the business world, that uses example of the coffee house, illustrated here.

Seth believes there are 3 types of consumer.

"Authentic Fringe"- Value real authenticity

"Smells Authentic"- Those who want things with a dash of authenticy- even if it is faked

"Factory Fringe"- People who don't want authenticity because it reminds them of risk and inconsistency

Very simplistic, but a really nice way to tell a straightforward story about how attitudes play into brand choice.

It's a good question to ask brand marketers-where do you want your brand to play?
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