The new audience blueprint

How to strategically expand audience reach

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When thinking about who they want to reach and speak to, brands often think of their audience in terms of their current and prospective customers: people who are either buying a brand’s products or using its services or will so in the future.

But at any given time, a brand has a much wider and more complex audience of cultural observers, fans, customers, commentators and collaborators. It needs to build a relationship with all of them:

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