Targeting taste communities

This is the new backdrop for brand strategy. Radical individualism is out, social connection is in. Brand focus is not on the end customer, but on the communities they belong to. Just as personas made individual consumers visible, the new brand methodology makes visible consumer communities and their co-dependencies and influences. New focus of eng

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As consumers, our most valuable affinities will be to brands and communities, not specific products. 

“It used to be that people were born as part of a community, and had to find their place as individuals. Now people are born as individuals, and have to find their community.”