When it comes to personalisation, the skilful brand custodian will know not to get too pushy, says Jeremy Bullmore.
For years, you've been unable to do something. Then new technology comes along – and suddenly you can. So you do.
It's an entirely human instinct, but not one to be thoughtlessly followed. It's unwise to assume that just because you're now free to do something from which you were previously debarred, it must be in your interest to grab it. It ain't necessarily s