No brand can afford to target everyone, yet many brands still attempt to. These brands have gone through the paces of defining a demographic, but it’s often too broad or general to resonate with a specific segment of consumers—that or it resonates with an entirely different subset.
Amazon launched a new Fire HD this past year. It’s built and priced well, but it has failed to make a name for itself in the tablet market. Why? Even with its new features, the Fire is still seen by consumers at large as little more than a reading device.