Humanising the marketplace: a manifesto for brand growth
Christophe Fauconnier
How can I break through? The old question will no longer do. We need a new question: How can we be invited in?
Knowing who a person is does not mean we know how to move them, and not knowing what moves them makes the task of persuasion a difficult one. Marketers need a deeper understanding of what makes people invite certain brands and propositions into their lives, and what makes them reject others.
Most conventional segmentation practices do not seem to answer the most important questions: 'How can we...