The “mass market” is a concept, not a real thing. As Seth Godin eloquently explained in his book We Are All Weird, the mass market doesn’t actually buy anything, because it doesn’t exist. Individuals buy things. We are individuals: human…

At OMFGCO, we believe that every decision is a brand decision. In this series, we explore how the reality of a brand is often very different than what it appears to be. A brand is more than a logo or a color palette. A brand is more than a social media manager or a web…