Personalisation in marketing: How ‘brand you’ came to be
From Share a Coke to Vegemite’s name jars, personalisation is big business. Queensland University of Technology’s Gary Mortimer considers how we got here in this crossposting from The Conversation.
“…a person’s name is, to that person, the sweetest and most important sound in any language.”
Dale Carnegie’s line from his bestseller book ‘How to Win Friends and Influence People’ rings especially true in the retail sector.
From packets of Tim Tams and jars of Vegemite to luxury hand bags, today’s marketing is stamping our names on the things we buy, setting us out as unique individuals.
To get to this point, marketing has moved from a focus on the product itself to the consumer, who they are and finally, how they think.
