Episode 205: I hate buyer personas and brand archetypes are broken, but you can fix it...oh, and some killer ads

If a police sketch artist asks a witness to describe a suspect, it's estimated that the resulting sketch is useless nearly 70-90% of the time.

A big reason for the inaccuracy is subconscious bias that we don't even realize we have.

And this is exactly why I hate buyer personas.

Also...they're just kinda boring and lame.

On the other side of the coin, there are biases that keep brand archetypes from being as effective as they could be as well.

In this week's episode, I share why I think both are broken and how to create a new framework that makes your brand archetype more effective by connecting it to some universal traits that your buyers share.

Then I take a look at three campaigns from Indeed , 苹果 , and Skyscanner that fit the framework to a T.

But first...some of my favorite content from the last couple of weeks.

PLAY IT BACK: AUGUST ROUNDUP

1. The National Football League (NFL) Shares This Season's Script

1. Directive 's Linkedin Ads Contain Graphic Content:

1. YETI Nails the Consequences of Not Having a Yeti:

Okay now to this week's episode. If you like the episode, I'd love it if you'd share it or invite your marketing/ad friends to subscribe to the newsletter. Thanks for the support!

#Marketing #Advertising #Content #BuyerPersonas #BrandArchetypes #Branding #PlayItBack