Plus: Bieber and a supermarket wrote your summer anthems, and tokens are taking off. Welcome to GOOD THINKING. A weekly newsletter about marketing trends, cultural insights, viral content, emerging brands, and more. Subscribe now!
I am not sure I agree about personas. Because when used properly these aren't just about communications (in fact that's about 2% of what they're about) - they're a guide to everything a business does, from what you produce, to how you price it relative to your competitors, to where it's sold. I am working with a brand right now on a project where segmentation will lead to decisions about what we make, where and how we make it, how we price it and yes eventually...but very, very eventually... how we make communicate it. Even the most flexible and reactive production processes (say, Shein) can't produce variants of a given product efficiently and quickly enough for the scope of their production to be "infinitely everything". So you need to know who you're serving and who you're not serving. And I don't see that changing.
I am not sure I agree about personas. Because when used properly these aren't just about communications (in fact that's about 2% of what they're about) - they're a guide to everything a business does, from what you produce, to how you price it relative to your competitors, to where it's sold. I am working with a brand right now on a project where segmentation will lead to decisions about what we make, where and how we make it, how we price it and yes eventually...but very, very eventually... how we make communicate it. Even the most flexible and reactive production processes (say, Shein) can't produce variants of a given product efficiently and quickly enough for the scope of their production to be "infinitely everything". So you need to know who you're serving and who you're not serving. And I don't see that changing.