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fine wine, but cheap chocolate. The point is, people are not static, unchanging personas.
Making hypotheses using behaviour (identified by cookies or device IDs) for targeting can be hopelessly off the mark, even if it was right in that particular moment.
We are different moment to moment. We frequently make different buying choices even when confronted by the same options.
Targeting, therefore, should focus on identifying the moments and the contexts whereby a brand can be influential, rather than an audience. In other words, targeting should be about the when and where, not the who.
Character into Culture
Our challengers want their voice, their story, their world view and the impact they want to have to flow into culture and reverberate around it.
For them, a traditional media plan, with its boxes and space-filling mentality is restrictive and lacking opportunism. Rather, they want to create space in culture, find ways and moments to ride it and even bend it to their advantage.
202 What Brings These Brands Together?
