If you try to appeal to everyone, you appeal to no one. Figure out who your core audience is, and solve their problems better than anyone else can.

Derrick Baker knows all about doubling down on a core audience. His apparel company Relish Brand isn’t for everyone. He took his hometown pride in the great city of Chicago and made clothes specifically for people who love the Windy City as much as he does … but with a punk rock aesthetic. Does that leave potential customers on the table? Maybe. But it also builds brand loyalty with the people who do feel that Relish Brand is for them. 

We talk about that plus hot dogs, Insane Clown Posse, and more on this episode of Brand Outlaw.

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