When a story is personalised, it becomes more impactful

Data may help us to get closer to the people we want to talk to, but if we want to create more meaningful connections, we need to use that information to get really personal.

In Mike’s original book, one of his beliefs – which still holds true – was not to patronise your audience. Talking down to people will damage the brand. However, to build long-term loyalty now, we’ve gone from no patronising to more personalising.

Brands need to interpret the data to show that they truly know their multiple audiences. To entertain, entice and captivate them by displaying content that reflects what individuals want – what they really want. Show people that you know them.


If we’re going to interrupt people with advertising or ask for their time then we’ve got to earn the right to it


It’s not easy to entertain in such a personalised manner because the plethora of content is overwhelming and attention spans increasingly short. It’s why creativity is so essential – cute dogs snowploughing down a roof because you know someone likes dogs doesn’t cut it anymore. If we’re going to interrupt people with advertising or ask for their time then we’ve got to earn the right to it.

Personalisation – creating content that’s genuinely useful – is one of the most effective ways of doing that. It’s a work in progress but personalising advertising will make brands more at-one with an audience.

For messages to be enduring, to carry weight on different platforms and among different audiences, they need to appeal to our sense of identity, fun and craving for information. They need to attempt at a deeper personalised understanding. It’s a tactic of particular value among commercially-savvy audiences who insist they aren’t engaged with or seduced by advertising, no matter how compelling.

Truthful, funny and useful make a difference – especially if it appeals on an individual level.

Check out more Big Thinking Articles

We made the GRIT ‘Top 50 Most Innovative Companies’

The key to creating better habits? Temptation bundling

PharmaExec: Hall & Partners on purposeful partnerships for a post-COVID era

Research Live: Vanella Jackson helps form MRS Disability Group

WARC: Hall & Partners explain how pharma can keep building trust

Research Live: Vanella Jackson explains why a new approach to brand evaluation is needed

Conscious Brands 100: a new way to measure world-leading brands

AdWeek: Hall & Partners comment on Microsoft ranking most Conscious Brand

The Grocer: Hall & Partners comment on the Union Jack & packaging

‘A(i)LIVE’, the world’s first ‘living’ market segmentation tool, powered by machine learning and artificial intelligence

Previous
Next
© 2021 Hall & Partners. This website is powered by 100% renewable energy. All rights reserved.

Website developed by Digital Berry Ltd

Signup for our Newsletter

Keep up with the latest marketing trends, industry perspectives and global insight reports shaping the world’s biggest brands.