What image do you see when someone says “fast food?” What pops into your head when you think “body spray?” How about “search engine?” Or “smartphone?” The most iconic brands have unforgettable imagery that people can instantly recall. These are memorable, whether it’s an earworm of a jingle, a catchy phrase, a logo, or a popular actor/comedian doing some shenanigans. How did these brands hypnotize us and plant these ideas or images in our heads? This is achieved through clever marketing done by pros who think about the customers first, going beyond dry demographic statistics by conceptualizing their marks as personas. They conduct thorough studies on actual customers, ranging from one on one interviews to mass surveys. Then they collate the data, both the personal-level talks to the broad statistical research. From this, they create their customer personas. The customer persona will embody them, complete with personal narratives, hobbies, backstories, even fictitious addresses that reflect the demographics’ localities.
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