Yesterday, brand and niche lifestyle marketing pursued a single-minded target:
“What kind of person are you?”
Today’s target marketing expands the question:
“What kind of person are you now, and how do I serve you best at this moment?”
The operative question isn’t “Who are you?”, but “Who are you when?”We have entered a world which could be likened to theatre.
Today, our lives are a series of experiences, identities, and styles.
The roles we play are just that… roles. We now realize that a cookie cutter profile of a customer is outdated.
In an evolved human network, we are attracted to diversity and tastes that, until just a little while ago, were one dimensional.
Now we are multidimensional and realizing this is an emerging new platform of individuality.
(Art: Colors for a Large Wall 1951 – Ellsworth Kelly)