Sure, some brands are actually suited for the Bible Belt, don't-change-anything, soccer moms out there. But not every brand has to appeal to them. And honestly, if that's your target, your brand is going to be wishy-washy and just generally appeasing. It's not going to be a concept so much as a creative compromise.
When you have a brand that appeals to a certain type of people, they really do become part of the brand. They're like mascots. See the Mac guy for a really straight-forward example.
I guess every copywriter wishes they could do only niche marketing that appeals to hipsters or musicians. But there's got to be a mix. How else would we appreciate it?
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