It’s amusing to hear anyone pontificate about the “rules” of marketing or branding … I actually have a theory that the only rule of marketing anymore is that there are no rules … but one hard / fast rule did come to mind. While it sounds simple, it’s shocking how few companies adhere to it. It’s so ridiculously simple: know thy audience.

All too often we – yes, I include FuelVM in this category – think about our companies through our eyes instead of our core audiences. If my entire life has been manufacturing, but I am trying to get soccer moms, will they react to all of my manufacturing jargon? Do they care about tinsel strength, being ISO:90001 certified or OHSA? NO!