A lot of brands disregard just how marketable niches can be. While appealing to a general public audience (say, people who have dogs) gives you a larger net to work with, there is strength in working with multiple smaller groups simultaneously. So instead of people who have dogs, you'd target "people who have rescue dogs," and "disabled people with service dogs'. This kind of small audience targetting makes people feel like brands are listening to them and value them. Of course, this kind of curation of niches has to be done by someone or a group of people who are familiar with pre-existing niches within the brands audience for this to be effective. Having an inside man makes all the difference.

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