Using The RAF Roundel

When the First World War broke out in 1914, ground
troops would fire on all aircraft flying overhead as it
was impossible to distinguish friend from foe.

To ensure British soldiers fired only at enemy aircraft,
a blue, white and red roundel was painted on Royal
Flying Core planes.

I use the roundel when working with brands to
identify the customer groups they should target with
their marketing firepower.

A brand’s core customer should be the red circle at the
centre of the roundel. That’s where the maximum blast
of marketing firepower should be directed. By aiming
for the bullseye and your most important customers,
you will impact secondary and tertiary audiences.

Successful brands know exactly who their core
customers are. Failing brands often don’t have a
clue. They are like the soldiers of 1914, firing on any
plane they spot in the sky.

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