The Art of Special: How brands should adapt to the era of personalization
Molly Aaker
Company: Possible
How should marketing adapt to the era of personalisation?
This essay was entered into The Admap Prize 2016. For more information visit the Prize page.
On January 15th, Walmart announced the closure of 269 stores. According to Fast Company, in Walmart's 52-year history, the company has only closed one store due to poor performance. A symbol of big business, one wonders if thismarks the decline of mass brands. The culprit, according to industry experts, is Amazon....