Personality is the forgotten ‘P’ in the marketing jigsaw
The Daylight Agency’s Chris Mitchell argues most brands suffer from a personality bypass, as proven by the saccharine Christmas messages flooding in from brands at this time of year.
Most marketers worth their salt believe there are five Ps in the marketing mix that are needed to grow their business – product, price, promotion, place and people. These five Ps are business activities that aim to build a brand and business in a consistent way.
This is true to a degree. But there is one fundamental P missing.
Personality. Brands devoid of personality are just like fruit stalls in a marketplace. Take your pick.
