Personality is the new fuel for marketing

Through the annals of advertising history, the gospel of brand building has been written around a single capital letter: P. The classical four P’s of price, product, place, and promotion were drilled into marketing minds in college. The major brand totem, P for positioning, is where companies spent millions defining razor-thin functional benefits, establishing category ladders, and staking claim to owned territory in the consumer’s mind. The last decade’s reverence has been for the all-...