I've been working with the wonderful Christopher Ward watch company ( https://lnkd.in/e9rDass ) for a couple of years now
In that time, we've carefully and deliberately spent time understanding our audience, our competition, our various consumer groups, (from loyalists to newbies) the customer journey, our brand assets and our communication brief. It didn't take a lot of money and we didn't make a big fuss about it. It's just good, solid marketing practice.
Yesterday we ran a full page ad in the New York Times Magazine. It isn't designed to appeal to everyone, and it isn't going to change the world; but it is build on what the brand has already achieved and is in line with our strategy to reach a wider audience that aligns with our values.
We're really looking forward to the next couple of years when all of this work comes together. It's going to be interesting.