We are creating a brand around the concept of "The Dare", where we are daring people to do specific things for better their health and happiness. Initially, we are daring people to cut out refined sugars and have a book out titled The Dare: Can You Walk Away From Your Poisonous Passions.
Right now, our target market are those individuals who are struggling because they are suffering from the effects of chronic diseases (heart disease, cancer, diabetes, etc.), mostly caused by inflammation, which is highly encouraged by the large amounts of refined sugars we eat. As far as numbers go, the baby boomers is by far the largest target audience and many of these are suffering from heart disease, cancer, and diabetes. However, we want it to be catchy enough for the younger generation who seem to be getting into health and wellness.
But the message is going to be a challenge to scale the mountain of struggle and do something to better their life, no matter what the area of life. Later, we would like to branch out into other arenas such as weight loss, relationships, and finances - practical things that most people struggle with..