Matt BrittonFounder & CEO powering AI-driven consumer insights

#1 Advice To Consumer Marketers? Avoid The Middle!

Name: #1 Advice To Consumer Marketers? Avoid The Middle!
Uploaded: 2018-09-15T23:13:03Z
Channel: Matt Britton
Description: A short spoken monologue advising consumer marketers to "avoid the middle": as the U.S. economy polarizes, companies should choose either a…

15 Sept 2018

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A short spoken monologue advising consumer marketers to "avoid the middle": as the U.S. economy polarizes, companies should choose either a value-oriented or luxury-oriented position rather than targeting an eroding middle class. The speaker cites value brands (Dollar Tree, Dollar General, Walmart, Vizio) and luxury brands/services (Coach, Michael Kors, Four Seasons, JetSmarter) as examples and warns that firms stuck in the middle risk becoming irrelevant.

Any company that finds themselves in the middle that doesn't pick a side in this country where the middle class is getting rapidly eroded is going to find themselves in nowhere else land. So what do I mean by that? On the value side you have Dollar Store, Dollar Tree, Dollar General, Walmart, Vizio that sells flat screens for 200amonth winning on supply chain innovation trying to get people the best most cheapest product possible with the withering middle class there's going to be people with the haves and have nots in this first time since the roaring twenties 0.1% of the population controls nearly 25% of the wealth not saying it's good saying it's just the way it is Luxury side blade that shuttles people from New York City to the Hamptons wouldn't mind going today Coach Michael Kors Four Seasons JetSmarter that is a private jet membership club those companies cannot sell memberships and products fast enough. Do not be caught in the middle Companies need to pick a side.