When an idea turns into a business, the brand image that the business wants to portray must be clear. This brand image must accurately reflect their target market segment instead of trying to appeal to a very broad consumer base. In my opinion, the two brands, Skullcandy and Rockstar Energy Drink, are optimal examples that show that successful businesses derives from clear internal knowledge of their core values along with knowing their customers. Although Skullcandy is a company that produces headphones, it started off marketing to a very specific market segment: skateboarders and snowboarders.
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Orinally, these headphones weren’t sold in retail stores like Sony and Bose, but sold in specialty stores like Zumiez or Tilly’s- stores that had the same customer base that they were targeting. Similarily, Rockstar Energy Drink targeted action sports lovers from BMX, skateboarding, snowboarding to wake-skating. Instead of staying in their category of music and energy drinks, both Skullcandy and Rockstar have pulled away from the norm by choosing a specific target group and maintaining its brand to serving those customers first. Although both of these brands have now matured- with their core customers maturing with them- neither companies have forgotten the importance of keeping their core, original customers satisfied even if their popularity reaches beyond that customer segment.
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