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These challenger brands appear to be shunning some of the very things that the media industry
is currently celebrating. Technology can deliver personalisation at scale but it is a more pressing matter to determine whether this actually improves effectiveness or not. It would be problematic if
any piece of technology were merely improving efficiency of a less effective channel.
Attitude over Audience
The curious thing about the ’target audience‘ for these brands is that they are not an audience at all.
’Twenty-somethings‘ isn’t an audience, it’s a mindset. And people can be in that mindset at many different life stages. The brand character might creatively demonstrate a twenty-something attitude but buyers are usually much broader.
It is important for advertisers to acknowledge that individuals contain multiple personas.
One person may be a managing director, a mother and a best friend. She is all of those, just at different times. And in those different roles she may be happy, stressed, tired, excited, or bored. She is
a multitude of different roles and mindsets.
Just because she enjoys comedies doesn’t mean that she doesn’t also enjoy dramas. She might like
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