Brand fragmentation

Shouldn’t brands actually be fragmented?

This was the questions was apparently posed of ‘The Business Week Guru’ Bruce Nussbaum by David Armano over dinner (Its nice to know that some people can still afford that luxury)

The question is relevant when you have the same product used by different customer segments. Wouldn’t it be better to have two different marketing approaches? This means: Two different media strategies, voices, etc.

As with everything about communication, it comes down to relevance. In other words speaking (and listening) to people in the way they want.