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« The Myth of CRM Customer Centricity | Main | Drucker's Consumer Population Conundrum »

May 30, 2004


Yvonne DiVita

Gee, imagine it...actually using personality traits to market to human beings. Wow! I think you're on to something. Can I join you? Hope you'll allow me to place your blog link on my blog list.'s already there. Can't keep the good stuff to myself.

David Wolfe

Yvonne, isn't it amazing that marketing is so much about numbers (statistical renderings of hypothetical human beings) that such things as personality traits command scant attention. My nonmarketing friends think I'm pulling their legs when I tell them that behavior is so little regarded in marketing that a person can get an MBA in marketing without taking a single course in behavior.

P.S. Good job on your site!


I am sorry to contradict but its weird to attach media to branding. I understand Branding by the 'set of feelings and emotions' that a name or a cognitive association creates in human mind. Call them brand personalities or human aspirational values. Brands are unique and trusted to deliver the same experiences over time. Dont see where media comes in. 1:1 or mass, if the marketer delivers same value and experience to customers time and again, customers are bound to remember the brand for the same consistency. The associations may come through various channels. Can be the outlet guy, the vending machine or the hefty commercial. Do they disseminate same information/ message? If not, your mass messaging may not help much, neither your 1:1 expensive efforts.

Rick Frazier

Apparently the folks at Coca-Cola Co. didn't learn much when they deviated from their "innocent" brand personality in the two ads you mention: ("Coke Pulls TV Ad After Some call It the Pits," Wall Street Journal, 6/8/04). The ad described in the article appealed to younger audiences, but apparently turned off older audiences. The beauty behind the principles of Ageless Marketing is that you don't have to make this tradeoff.

Vic Cherikoff

Shouldn't Coke just have dumb ads for the dumb people who drink their dumb product? Why anyone would ever choose to consume 15% sugar flavored with caramel, lime oil, aniseed oil, caffeine, vanilla extract and phosphoric acid is beyond me?

Love the info on your website. Keep up the great work.

David Wolfe


The answer to your question (unfortunately) is that people imbibe carbonated sugar water in such great volumes to a large degree because of the reach of marketers into the deep recesses of the human brain. I'm a marketer, but am not very proud of my profession. After all, in consumers' minds marketers rank in public opinion roles just above used car salespeople.

Thanks for your comment.


The comments to this entry are closed.

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Blogs on Branding

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Blogs on Specialty Areas of Marketing

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  • Yvonne DiVita's Lipsticking Blog
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Blogs on Sales Theory and Practice

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