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May 19th, 2011

Do you speak-a my language?

Forgive the obscure Men at Work reference that probably only spoke to a few of you. Just trying to stress an obvious (but often overlooked) point: Make sure you’re speaking to your customers in a voice that resonates with them. Just them. Whether you’re trying to engage a unique Tribe, or an exclusive club of crossbow hunters, or recent divorcees looking for a really honest attorney—speak to your audience in a way they’d appreciate.

The strongest brands in the world get this. They don’t try to be all things to everyone. Instead, they create a unique, and sometimes polarizing culture (see Skittles), that attracts millions of like-minded people from near and far. Including all the way from the land down under (where, as some of you might know, “the women glow and men plunder”).

In Summary: