Ever wondered what Harper Lee’s »To kill a Mocking bird« and Branding have in common? Not yet? Just recall what Atticus Finch advises Scout to do in order to understand other people’s mindsets and needs.

„You can’t really get to know a person until you get in their shoes and walk around in them.“

»Get in someone’s shoes and walk around them…« became my favorite metaphor, when talking to clients in the past years about how to approach their audience.

Instincts and gut feelings are most of the time great companions, not when it comes to the target audience though.

That’s the moment when every business has literally to jump in the shoes of their potential audience and start walking around.