Scott is focused on building his company's brand. What should he focus on?

Building a brand generally involves reaching a wide audience to establish recognition, awareness, and a consistent perception among potential customers. While targeting specific senior leaders can be part of an account-based marketing strategy, it's not the primary focus for overall brand building, which aims for broader market presence. Relying solely on thought leadership is insufficient because a comprehensive brand strategy also includes elements like consistent messaging, visual identity, customer experience, and broader marketing efforts beyond just content. A broad audience approach allows for greater brand exposure and the development of a widely recognized brand identity.