Brands. Sometimes they just can't help falling into the same trap. Companies will set a direction based on "the big idea" and take the brand on a pathway hoping it will resonate with the target audience. Usually that message is tested after the fact. The belief is that if you stay consistent and stick with a strategy and slowly retool as you go, then eventually you will be able to win a loyal following. This strategy that has worked for decades is known as "inside out" marketing. It comes from inside the company with company vision and company assets. And has nothing to do with the customer.

Innovative CEOs and CMOs have started using a different type of marketing strategy that is almost the opposite. If your brand's beliefs and messaging strategy starts from the consumer, then you are on the way to being a part of an elite group of marketers.