Your brand is probably asking the wrong question. Most start with: “Who should we market to?” @paulthedaly argues that the better question comes before that: "Who are we?" Because customers experience your brand long before they remember your campaign. They feel it in every small interaction, either reinforcing what your store says it believes or making that promise feel a little emptier. Whatever your store actually practices will start pulling people with similar values toward it. Read more of Paul's thoughts on this at the link in our bio.