Marketing traditionally relies on segmenting audiences into well-defined categories—age groups, demographics, income levels, or interests. But what if this conventional approach misses something essential?
I have a sort of love/hate relationship with libraries. I love books, and I love to read, but I don’t love the smell of a library book. I know that sounds weird. But, when I buy a book at a bookstore, I hold it, feel the book’s weight, feel teh cover and the tooth of the pages, and, yes, put my face into the book and take a big long whiff. Unlike an e-reader, a book has more to offer all the senses.
One of the things I like about library books is the notes that people write in the margins. Now, I had not paid much attention to these little gems until I read Billy Collins’ poem Marginalia. I know I have mentioned this work in a few blogs, but I’ll link to it again for the uninitiated.
The poem itself is lovely, and the ideas inside are astounding, but I have recently been thinking about it and people’s jotting of thoughts and emotions in the margins of pages because it is a space between. It’s not the main page, it’s not the footnote, it’s a space that the reader took for themselves. They wrestled with emotions and ideas that were so strong they needed to put to writing, and they needed to be in the space between the words and the falling off edge of the page.
How many spaces between do we encounter in a day? Better yet, how many people live in the spaces between? The ones who are not in the lump of a target audience, the ones who cannot be defined by an ideal customer chart or fall into a category: men 25-38 who are outdoorsy and exercise four times a week. In the marketing and branding biz, we have these clots and blobs that we shove people into and assume cover everyone. What about the space between?
What about the group of ageless men who now and then like to put on hiking boots, walk a country road late at night under the stars, and sing the entire Beatles' Revolver album? What about the single guys in their sixties who never married but still want to date but cannot stomach the hypocrisy and judgment of dating sites? What about the women who love sports, not because their husband follows a team but because they like the team?
What about the spaces in between and the people who occupy those spaces?
I started thinking about this when I wrote a blog about Alexander Grothendieck and his mathematical examinations of the spaces between. Now, I want to discuss the possibility of applying that thinking to branding and marketing. Can we find ways to speak to, notice I did not say market to, but speak to those in between and help them find what they are looking for. I don’t know; I have no answers, just questions and thoughts. And that’s what I’m sharing.
Today's blog is a deeper dive into the spaces between and how best to talk and listen to those in there. Let’s slip in.
To Start
Marketing traditionally relies on segmenting audiences into well-defined categories—age groups, demographics, income levels, or interests. But what if this conventional approach misses something essential? Inspired by Alexander Grothendieck’s revolutionary concepts in mathematics, where he explored the spaces between shapes, this blog aims to rethink marketing and branding for the “spaces in between”—those subtle, nuanced audience segments that don’t fit into traditional molds but still hold immense potential.
In an increasingly data-driven world, the tendency to group people into rigid categories can lead to missed opportunities for authentic connection. But in the spaces between typical audience segments, there are people who defy categorization. These are the overlooked consumers, the transitional phases of life, and the evolving identities that aren’t acknowledged in mainstream marketing. The opportunity for marketers lies in finding and engaging these in-between spaces.
The Problem with Traditional Segmentation
Marketing segmentation has long been an essential tool for delivering targeted messages to specific groups. By categorizing consumers into neat profiles, marketers can create personalized campaigns aimed at meeting the unique needs of each segment. However, this approach is fundamentally limited. Traditional segmentation often reduces people to static qualities—age, income, job title, gender—treating them as if they belong permanently to one group or another.
The issue here is that human behavior and preferences are far more dynamic. A millennial mother today might resonate with messaging designed for millennial women, but in the next moment, her mood, circumstances, or environment may push her toward an entirely different mindset or set of needs. The reliance on static profiles risks oversimplifying the complex realities of consumer behavior.
In the same way that Grothendieck’s ideas dismantled the rigid divisions of classical geometry, marketers need to break free from the bonds of traditional segmentation. People aren’t fixed points on a graph; they are constantly shifting, and it’s in these shifts where new opportunities lie.
Breaking the Bonds of Traditional Marketing
The crux of Grothendieck’s approach was not just in finding solutions to problems but in reframing how those problems were approached altogether. Similarly, marketers can rethink their strategies by moving away from the assumption that audiences fit neatly into predefined boxes. Instead of thinking of marketing as targeting static objects (people with specific demographic profiles), we should think about the dynamic, ever-changing relationships between consumers and brands.
At the heart of this approach is the idea of fluidity. A brand doesn’t just speak to one type of audience—it evolves and interacts with various segments in different ways. And more importantly, the audience’s relationship with the brand changes over time. By focusing on the relationships between brand and consumer, rather than just the consumer profile itself, marketers can create more adaptable and meaningful strategies.
Breaking these bonds involves embracing flexibility and an experimental mindset. What would happen if we stopped relying on fixed target audiences and started focusing on moment-to-moment interactions? Instead of assuming that your brand needs to resonate consistently with one group, consider how it could shift based on the evolving needs of different people in different situations.
Discovering the In-Between Audiences
In-between audiences are those consumers who don’t fall squarely into traditional segments. These could be people in transitional phases of life, like someone between jobs, people exploring new interests, or even groups that exist across several traditional categories. For example, a person nearing retirement might not fully identify with messaging aimed at older adults but also feels distant from messaging targeted at younger professionals. In this “space in between,” they could be influenced by messaging that acknowledges their unique stage in life.
Finding these in-between audiences means going beyond standard consumer personas and looking for deeper insights. Emotional states, social identities, and transitional periods are all fertile ground for discovering new customer segments. For instance, people may act differently when they’re feeling excited, stressed, or curious. Brands that can tap into these emotional spaces are more likely to create meaningful connections that go beyond demographic categories.
Dynamic segmentation, powered by real-time data, can help brands identify these emotional or situational triggers and respond accordingly. Rather than seeing people as fixed entities, brands can treat their audience as fluid, understanding that what resonates one day might not work the next.
Fluidity in Branding
Traditionally, brands have been viewed as static entities with a fixed identity. A logo, a slogan, a set of values—these are the elements that form a brand, and consistency across platforms has always been key. But if audiences are constantly evolving, why shouldn’t brands do the same? What if a brand was flexible enough to change in real-time based on consumer interactions and feedback?
This notion of fluidity in branding doesn’t mean losing identity or abandoning core values. Instead, it means adapting to the moment. Just as Grothendieck’s schemes allowed mathematicians to work with complex relationships rather than simple shapes, brands can work with the complexity of their audiences rather than adhering to static definitions.
Real-time data and AI-driven insights can allow brands to make these shifts in real-time, adjusting their tone, content, and engagement strategies based on their audience's evolving needs. In doing so, brands can create a more relational experience, one that moves away from the monologue of traditional advertising and toward an ongoing dialogue.
Marketing as Dialogue
In traditional marketing, the brand speaks, and the audience listens. The focus is on crafting the perfect message and delivering it through the right channel to the right audience. But what if marketing wasn’t about delivering messages at all? What if, instead of pushing out information, brands focused on creating spaces for dialogue?
Much like Grothendieck shifted focus from objects to the relationships between objects, marketers can focus on the relational space between a brand and its audience. Brands should aim to facilitate conversations, not just broadcast messages. In this space, consumers can interact with the brand on their own terms, shaping the brand experience in ways that feel personal and relevant.
For example, instead of crafting a one-size-fits-all social media campaign, brands could create interactive platforms where consumers can engage in meaningful conversations with the brand and each other. These conversations might shift in tone and content based on the audience’s needs at that moment. This kind of relational marketing creates deeper connections and fosters loyalty, as it’s based on mutual engagement rather than one-way communication.
Practical Applications for Finding the Spaces In-Between
So, how can marketers practically apply these ideas? Here are some strategies to start targeting the spaces in between:
- Adaptive AI Tools: Use AI and machine learning to analyze real-time consumer behavior and adjust messaging dynamically. By leveraging consumer moods, preferences, and behavior data, brands can target audiences based on the present moment rather than fixed categories.
- Niche Communities: Look into niche subcultures and communities that don’t fit traditional molds. These groups may be small, but they’re often highly engaged and can be valuable for creating brand advocates.
- Emotional Segmentation: Focus on marketing that taps into emotional states or situational factors, such as stress, excitement, or curiosity. Brands that connect with consumers on this level can create more profound and lasting relationships.
- Transitional Phases: Identify people who are in transitional stages of life—moving from one job to another, shifting industries, or undergoing major life changes. Traditional marketing often neglects these people, but they represent an opportunity for meaningful engagement.
Summing Up: Marketing in the Margins
By looking to the spaces in between, marketers can break free from the rigid boundaries of traditional segmentation and unlock new opportunities for connection. Just as Grothendieck reimagined the relationship between algebra and geometry, marketers can rethink the relationship between brands and consumers, shifting from fixed categories to dynamic interactions.
In these fluid, relational spaces, brands have the chance to connect more deeply and meaningfully with their audience. The challenge is to move beyond static definitions and embrace the complexity of human behavior—because the real value often lies in the margins.
At ThoughtLab, we thrive on working outside the margins, constantly pushing beyond conventional strategies. Our approach is rooted in creativity and a relentless pursuit of fresh perspectives, ensuring that we’re not just following trends but reimagining marketing and branding with bold, original ideas. By challenging the status quo and always keeping an open mind, we help brands connect with their audiences innovatively, ensuring that no opportunity is overlooked.
