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Personalization has been discussed for over a decade, whereby customers can have products customized... However, there appears to be a broader trend of what Frog Designs calls “split personality branding”, where larger companies have multiple, smaller brands catering to more highly defined core demographic or psychographic groups.

Sanford Stein • Retailing 2020 – 2030: taking a long view

In nearly every instance, after conducting what I call Subtext Research (which I occasionally shorten to Subtexting), a detailed process that involves visiting consumers in their homes, gathering small data offline and online, and crunching, or Small Mining, these clues with observations and insights taken from around the world, there almost always

Martin Lindstrom • Small Data: The Tiny Clues That Uncover Huge Trends

The goal for our branding should be that every potential customer knows exactly where we want to take them:

Donald Miller • Building a StoryBrand: Clarify Your Message So Customers Will Listen

But now, deep-running social, technological, and customer shifts mean that around the world people are no longer living the lives determined for them by their demographics. Liberated from traditional ideas about the lives they “should” live given their age, gender, income bracket, and more, these people are instead constructing lifestyles and ident

David Mattin • Trend-Driven Innovation

What can brand do for you? Just as we respect and admire people who know who they are and what they want, brand helps organizations attract the right customers and make sales more easily. Brand clarity attracts customers and brand consistency makes them stick around.

Maria Ross • Branding Basics for Small Business, 2nd Edition: How to Create an Irresistible Brand on Any Budget

Ogilvy on Advertising

David Ogilvy

amazon.com

You are creating separation in the customers’ decision process for your product versus your competitors’, not on features, but personal identity.

Bernhard Schroeder • Brands and BullS**t. Excel at the Former and Avoid the Latter. A Branding Primer for Millennial Marketers in a Digital Age.

A method for predictably altering behavior without restricting options or significantly changing incentives.

William Lidwell, Kritina Holden, Jill Butler • Universal Principles of Design, Revised and Updated: 125 Ways to Enhance Usability, Influence Perception, Increase Appeal, Make Better Design Decisions, and Teach through Design

View brands, content, and products from the lens of a researcher, not a consumer, and you will pick up lessons that can aid in the actualization of your goals.