King Charles III and Ozzy Osbourne aren’t the Same Person

Stop treating them like they are.

In kindergarten, I didn’t like Nina.

She’d stomp on my Legos, chew too loudly, and tell me I was stupid.

But worst of all? She and I were born on the same day: December 27th.

We were nothing alike! How could such an obnoxious bully have anything in common with me?

My six-year-old self couldn’t grasp the idea that just because you share a certain demographic with someone, such as a birthday, doesn’t mean you share anything else with them.

While it seems like an obvious conundrum for adults to wrap their heads around, it’s not.

And who’s guilty of such comical comparisons?

Marketers. And the personas they create.

Scratching the Surface

Marketers already know that successful communication with an audience depends on understanding them.

Enter personas: detailed, living portraits of consumers that address their behaviors and psychographics that go beyond mere demographics.

Because demographics only scratch the surface.