How Tyrrells used brand to justify a 29% price increase in a highly sensitive segment
On Strategy Showcase
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How to Find the Right Audience for Your Brand
Wealthy, middle-class audience was the first piece of the puzzle. 63% of them are in the wealthier half of the market. The cultural characters that they grew up with their role models were much more colorful at the younger end than those who wore Kurt Cobain and Jarvis Cochran.
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