How we think
& feel about marketing
John Rose's Blog

Know who the customer isn’t

Perhaps the most difficult thing for many business managers to understand is that not everyone is a customer. Or, perhaps more pointedly, not everyone is a core customer to whom our marketing should be directed. Not only might we squander resources appealing to consumers who may never buy our product, but in an attempt to widen our brand’s allure, we may stray too far from the image that most appeals to our core consumers – those loyal fans who have made us successful in the first place. Brands that try to target everyone often fail to meaningfully engage with anyone. So when determining the target audience for our customers, we always begin by asking ourselves: “who isn't a customer? It helps us to better define and position our marketing and achieve successful results.

This is the first truth from our e-book entitled Rose30. We will be posting these truths over the coming weeks. Or you can download Rose30 now at:

Rose30: Thirty marketing truths from our first thirty years

Marketing is like sex. Everybody thinks they’re good at it. But how is great marketing created? We may know what it looks like when it’s successful, but very few of us can actually make it happen. There are no hard and fast rules that we can follow to ensure marketing success for our brands; no formula for capturing that magic spark that ignites universal passion and admiration for a brand. So how do we do it?

We have uncovered many “truths” about marketing and creativity in our first thirty years in business and twenty-five years in Russia. And we have published thirty of them in an e-book entitled Rose30. You no doubt have heard some of these tips before. But sometimes a BGO (Blinding Glimpse of the Obvious) can be useful to uncover practical insights into how to conjure the ideas and inspire the people that make great marketing. We will be posting these truths over the coming weeks. Or you can download Rose30 now at: