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Traverse Marketing: Crossing Segments Without Slipping
– a Touch Marketing White Paper by Jon Sherrington

It's not so much that different segments have walls that divide them uniquely into different approaches. More like barriers. Very few products transcend all of these. Coca-Cola did rather well, which is why it remains the world's best known brand.

For the rest of us there is a slippery slope of expectations unmet. Take a look at why.