The Big Lie: ... or interpreting your global customer's inner life for profit

Marketing needs a 21st century update. Today's consumers are fundamentally different - they think of themselves as more sophisticated, smarter, more original than previous generations. But, in truth, they are human - they still need the validation of the crowd, still want to fit in. They want to uniquely belong. This creates a 'duplexity - a projected persona versus an inner monologue. Nobody is totally honest or self-aware all the time. Marketers now have to respect what consumers say alou...