36. My Brand
As personalization moves from luxury to expectation, it will no longer serve as a brand differentiator. Whether personalization plays a prominent or secondary role is a strategic choice made by brand managers. One thing is certain: Consumers like personalization and they’re not giving it back. One-size-fits-all solutions will no longer hold up for brands looking to take the lead in their respective industries.
Pamela Lee, Dave Mason, Victor John Penner