“I don’t think most of what’s on the internet is any good.”
“What, you don’t like what’s on our website?”
“No, I mean in general. All of it.”
This helped to crystalise something that’s been pinging around in my noggin for a while. Why do I think we publish what we publish on our website? Or on our social channels? Or any advertising we put out? Or basically anything we unleash on the unsuspecting world?
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 →