23 April 2026
Marketing Strategy
The Pivot: Why Data Should Dictate Your Brand Positioning
A decade ago Fractal worked with a solar battery brand whose obvious target market was young, eco-conscious innovators. The data said otherwise.
The actual buyers were older, conservative men in the suburbs — driven by disposable income and a desire for control, not environmental values. Once the audience was clear, the positioning shifted from "green energy" to control, financial savvy and security.
Gerard uses the story to make a simple point: stay detached from your first persona. The job is not to be right at the start, it is to follow the data to the audience that actually buys.