You don't know what's good for you

This article argues that personalisation is fundamentally at odds with what brands are supposed to deliver, namely: the guarantee of a product or experience that is reassuringly repetitive.

You don't know what's good for you

Richard Morris Whistlejacket

Personalisation can be a powerful tool, but handled badly it raises heightened levels of consumer expectation that cannot be satisfied and can create choice overload, making consumers work harder at their relationship with the brand than they ever wanted to.

The Admap Prize 2016 This essay was the Bronze Award winner of The Admap Prize 2016. For more information visit the Prize page.

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