Why DIBS Beauty’s Success Proves You Shouldn’t Market to the Status Quo

If you’re a business owner or marketer, you know how important it is to build a brand for your consumer. But here’s the catch: you can’t build for them if you don’t deeply understand who they are. It’s more than their age, household makeup and annual income. It’s knowing what lights them up and what keeps them up at night. What makes them laugh? What fills their cup? And, of course, their pain points.