Kids don’t grow up watching the same TV shows like we used to. They don’t all listen to the same hit songs or read the best selling books like we did. They don’t because they have more choices than we did.
Jeff Waters has sold more records than most of the artists at the Junos today yet the mainstream don’t know who he is unless they’re into heavy metal.
He’s in a niche – a tribe interested in heavy metal.
The days of the wandering generalist are gone. A store in a small town may have a deli, a liquor store and an ice cream shop all-in-one. But as the city expands so do the choices. A large city will have a stand alone ice cream shop, deli and liquor store.
The internet is the largest city in the world which means it calls for a meaningful specific brand.
Also published on Medium.