Best in the world

I am the best husband in the world.  I'm also the best father in the world.  Some may differ in opinion, but it’s the opinion of my target audience according to the Anniversary and Father’s Day cards I received this year.

What's the point I'm trying to make?  Being the best is all in the eyes of the beholder/audience.  Whether its best value, best technology, best location, etc.  Being the best generally leads to preference.  And the goal of marketing is to create preference and then convert preference into consumption.   So, how do you become the best brand for your customer?

1. Focus.  Mass marketing is dead.  You can't be all things to all people. But you do want to be the best in the eyes of your target audience.
2. Focus (some more). Define your audience, understand what defines their lifestyle, and use that understanding to identify the best time and place to communicate your story.
3. Focus (even further). Hire a specialist... that's where The Reason comes in.