Brand Building: Who Are You Going After ... and Why? (Part 1)

I can honestly say that this morning I am sitting here in front of my computer typing away on my keyboard, drinking coffee, and listening to music with a lot of tension when it comes to this article and I mean a lot. Why? What is so contentious about an article focusing on identifying a target audience, developing a client statement, and then figuring out how to target your audience as you build a brand?

The problem lies not in not building a brand, but in the what for? Or more accurately...