Forget personalisation, it’s impossible and it doesn’t work
To the request to name a single brand based on personalization, music brands like Pandora and Spotify are built on personalization:Similarly, clothing brands like stitch-fix and trunk club are personalization specific.Regarding Disney, we just signed up for Disney+ and the first step was to decide if you wanted mature content and the second was to decide on your avatar. I think Disney+ will allow the company to cater to personal tastes more than they ever could through theaters and we will see that in the future.Finally, for the longest time marketers have looked at demographic groups to target with their products, this is a weaker form of personalization. Obviously that won’t be abandoned, so I wonder why the author thinks companies should only target mass markets?