BATB score: 10/10 *BATB re-read truly amazing 👏 * Best to: target mass (niche is a business limiting mindset) Best for: all marketer out there; coca cola lovers buy pepsi anyways Best as: one of the hardest ongoing battles any marketer faces is to get light, occasional and non-consumers to think of and remember their brand #distinctiveness BATB linger thoughts: loyalty programs are stupidly rewarding existing buyers for what they already do; we are all targeting the same peo