Millennials or Marketingus Focusi. Not a day goes by without an article appearing claiming it can help you understand and sell to this trendily defined generation.
It’s odd how sometimes we totally reject stereotyping and generalising, and sometimes we embrace it wholeheartedly. Like in so many areas of life it seems we’re trying to find the simplest answer to a complex question – how do we segment in a useful way?
At this point I’ll usher you in the direction of the ever excellent Mark Ritson on segmentation. And for a forthright visual interpretation let me point you to this presentation by Adam Conover:
So, Dairy Milk has a new slogan:
‘Tastes like this feels’.
It has been noted that this isn’t a million miles away from Coca-Cola’s:
‘Taste the feeling’.
According to Marketing Week, Cadbury’s global brand equity director Nikhil Rao, “insists that Cadbury’s focus on ‘consumption experiences’ gives it a point of difference”. I assume a consumption experience is when you eat something.Continue reading →
Sometimes we know the things we’re doing aren’t the things we should be doing. There are always behaviours and tasks that we do because they’re habits, or because we haven’t thought them through well enough.
We should just come right out and say, “we can do this, but it’s not marketing.” Continue reading →