The Week: Best of the blogs - Know your audience

Does your brand need a Clause 4 moment? One which says: "To hell with your core target audience - you can usually afford to take them for granted - and, instead, let's use innovation to look for business elsewhere."

It's an approach that has worked for brands as diverse as The Labour Party, Apple and Nike. Argos would be another example. Men traditionally are supposed to hate shopping. And yet Argos has as many male shoppers as female. Why? Because it offers offline shopping in a format that doesn't alienate men. Why has no other retail brand tried this? Why don't my M&S trousers have a URL and a reference number if I want to re-order them?

The Post Office is perhaps the most guilty company in terms of focusing on one target audience to the exclusion of anyone else. "The People's Post Office" it calls itself. Yet the people it has in mind don't seem to include those with a job, with a car, people under 60, people with footwear not lined with sheepskin.

Could you make 5 per cent of outlets cater to people for whom time has a value? Maybe you could create special premium post offices for fat Welsh wankers in Jags where a first-class stamp costs £1.50. I'll pay. It can even be a drive-through window. Just give me somewhere that's open after 11am on Saturdays.

Rory Sutherland,

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