Kristi Barrow

A recent post on Ad Age caught my attention: The Death of Consumer Segmentation? Michael Fassnacht challenges the assumption that consumer segmentation is “best-in-class” marketing practice.  The title of the article is a bit misleading as it does not dismiss segmentation as a practice, rather it suggests that we need to extend the  traditional “set and forget” segmentation approach and allow customers to self-select their segment.

Recently I attended an Amcham (American Chamber of Commerce) Lecture over lunch, featuring Nick Foley, Managing Director and Mike Staniford, Executive Creative Director of Landor from the Sydney office of Landor Associates.