Claiming an Audience all Your Own

Description:

In a crowded, noisy category, it’s no easy task for a brand to stand out meaningfully. You can try to differentiate in what you say and how you say it, but if you’re blasting the same audience as all of your competitors, you’re just wasting media dollars and adding to the noise. Alan Magee, Director of Brand Marketing at Moe’s Southwest Grill, shares the recipe — equal parts science and art, for driving valuable business results through staking claim to an audience all your own