Because the average person does not exist
A brand needs to be in tune with the people it is targeting, make positive connections, resonate in their minds and eventually become attractive and desirable. Unfortunately, not everybody has the same drivers of desirability and, therefore, we need to take into account groups of people with similar motivations.
A brand is created in the mind. What matters most is the consumer's perception of the brand. We can help shape brands in consumer's minds, by understanding what makes a brand more desirable.
Positioning your brand to hit the target