The Medium Isn't The Message.

"Murky is why being embraced by extreme athletes and clubgoers and gym rats and middle-class office workers and computer gamers and break-dance fans is just fine - at worst, each group simply thinks Red Bull is something for them, partly because they have never been told otherwise."

"Timberland discovered success in the diverse, even contradictory, ways that consumers found personal narrative relevance."

Do you really think you can know your prospects so well that you can craft the singular message that a specific individual wants to receieve?