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What's a Brand's Consumer Persona?

For the second assignment at  AMP Agency's Insights Lab Incubator, we asked the students to create a consumer persona for an assigned demographic. What's a consumer persona? A fictional profile that represents a segment of the target audience Provides a visual and contextual representation of the target audience's demographics, psychographics and media/technology usage Check out the students' consumer personas. Red Bull Caleb: The Thrill Seeker He's 24 years-old He graduated college two years ago with an English degree He is currently the assistant manager at a ski & board shop He makes $30,000 a year Whether it's jumping over cliffs into powder on a snowboard, racing down treacherous trails on a mountain bike, or hitting the half-pipe skateboard, he's there because he's a daredevil. He welcomes new experiences and loves taking risks with adventurous activities like skydiving and windsurfing. He likes to live a fast-paced existence and he's always on the go. No matter how daring the challenge, he will always be there with a Red Bull in hand, on high energy, and ready to jump. Sperry's Meet Kristin: Aspiring Housewife Gender: Female Age: Mid-to-late 20s, recent college grad Occupation: Entry level corporate marketing job, income of 35K Hobbies: Traveling, reading, celebrity gossip, yoga, froyo and baking Kristen is a young professional who is always connected on Facebook, Twitter, Pinterest, Martha Stewart Living and and Perez Hilton on her iPhone. Her pin boards consist of chic kitchens and destination weddings. She is very responsible with every aspect of her working and personal life. She loves to shop at Anthropology and J.Crew and although she lives on an average starting salary, she always appears very put together and trendy. Kristen resides in a major metropolitan city on the east coast (New York or Boston), but eventually would like to live in suburbia when she gets married. Kristen is very driven and hopes to move up the corporate ladder before becoming a stay at home mom for a few years while starting a family. 'It's important for me to be able to remix the things in my closet. I love that I can incorporate Sperry's into both casual and dressy looks.'?  Skittles Andrew, 16.  Adventurous. Bold. Outgoing. Funny. High School Junior Actively uses Instagram & Twitter Likes: Skateboarding, playing guitar, video games Andrew is a really social, 'live-for-the-moment'? type of guy.  Him and his friends are always up to something exciting & he loves every second of it. 'Nothing beats hanging out with friends.'? He's got a huge appetite, and a major sweet tooth, just like his pals.  They always share snacks. 'Skittles have a rush of flavor.'? He's a down-to-earth guy at the end of the day, and he wants to enjoy being young while he still can.  He's all about making awesome memories and taking pictures of all the crazy, fun times that he has with his friends. Amazon Mark the Multitasker Mark is a 21 year old undergraduate at Harvard University. An on campus innovator, he spends a lot of time wired in programming his site The Facebook. When he's not drowning in CS problem sets he's trying, desperately, to win his BU girlfriend back. Mark has a full plate. He doesn't have time to shop around for best prices and products. As a college student on a budget it's hard for him to keep up with Boston's city prices so he's always on the look out for a steal. He's loyal to brands he knows work - but style isn't his number one priority. Mark is a busy college student but he's up to date on digital trends. He enjoys blogging, streaming Jay-Z on Pandora and keeping up with House of Cards. He's also a voracious reader and is constantly looking for new ways to read on the go. Zappos Amy is a 34-year-old senior research  analyst at a consulting firm. She and her husband settled in the suburbs of Washington D.C. Amy strives to be a responsible leader in the many roles she has and she dedicates most of her time to work.  She travels a lot for business. Even though she is very into new fashions and cares about her outfit, she doesn't have much time to go from store to store looking for her size and preferred brands. Thus, Amy shops online for most of her shoes, clothing and accessory needs. She values fast and friendly service since sometimes she may be in a urgent need for a pair of shoes for the coming business trip or a dress for next Monday's presentation. In her spare time, Amy likes dining out with her husband and sipping wine with friends. As a heavy user of social media, Amy shares pictures and thoughts on her Facebook, Twitter, and Instagram with her cell phone and tablet. Sprite Sprite consumers are young people who are: Inspired Athletic Individuals Authentic "Uncontrollable" Demographically: 16 to 25 Live in urban areas Mid economic class Jack is a 20-something who lives in Venice, CA. He cares about his image and his 'cool factor' and builds this image through his self-expression. He's an individual who uses his individuality to be authentic. He surrounds himself with people who are 'real' and not preppy or pretentious. Whether lounging on the beach or making beats with friends, his drink of choice is the one that inspires his creativity and encourages him to push the envelope and have fun. Warby Parker Meet Jack Glasses wearer since '87 Jack suffered through years of 'four eyes'? taunts as a child; now, he has emerged from his geeky youth & transformed into a passionate visionary, with killer style to boot. He's truly himself in his style, work, & social life. While his look may be vintage, don't let his horn-rimmed glasses fool you-- he's up to date on all of the latest trends & technologies (& some you haven't even heard of yet). Jack's a thinker, a maker, a traveler' a true go-getter. He is creative & forward thinking. He's not one for big brands or chains. Jack's looking for quality & craftsmanship in his purchases. He's a little quirky, a little unique, maybe even eccentric at times. He likes to know that he's making a difference- whether it be by biking instead of driving or buying local & organic produce instead of conventional' he always makes the effort. In short; Jack's out to change the world & he needs quality, stylish, affordable glasses to see it happen. Uber Meet Anna.  18-24 years old Male/ female Lives in cities University students/ young professionals Upper-middle class This is Anna. She goes to school in Chicago and is the typical urban traveler. She finds herself rushing from her internship to her classes and doesn't really have much time to hail for a taxi and wait. She is an avid coffee drinker, you can find her at the local coffee shop with her friends or on her MacBook getting some work done (but she often breaks to scroll through twitter). She is an early adopter to the new social media platforms, and is pretty tech savvy. She likes to be trendy, and go out at night with her friends, but avoids public transportation when she can because she enjoys on-demand service. She tries to save her money as much as she can, but she will budget enough so she can enjoy small luxuries. She appreciates efficiency and is trying to juggle her classes, social life, and future career. Burton Snowboards Ryan Mitchell Age: 22 Burlington, VT Student From a young age Ryan has loved the outdoors. From skiing and snowboarding to mountain biking, Ryan has always spent his free time in the Vermont mountains. Although he is currently a student at UVM studying anthropology, Ryan still finds time to explore the outdoors. Ryan comes from a wealthy family and has owned brand name products for his entire life. He values friendship and is an active member in UVM's snowboarding club.  What do you think of these consumer personas? Spot on? Share with us in the comments box.

PSFK 2013 Conference Recap: Technology Should Make Us More Human

The 2013 PSFK Conference - New York kicked off with a captivating presentation titled 'Life With Extra Senses'? by contemporary artist Neil Harbisson. Neil was born colorblind and has permanently attached a cybernetic eye, an antenna so-to-speak, to his head which allows him to hear color frequencies. He explained that through technology he is not becoming more machine but moving closer to nature as he is uniquely in-tune with his surroundings.  He is like a dolphin using echo-location to better navigate or a Palaeolithic hunter-gatherer using smell to determine taste and safety. Technology is making us more intuitive, more organized, more social' more human. And, here is how: Storytelling should exist in multiple dimensions The easiest way to trigger multiple senses is to tell stories in multiple dimensions. And why shouldn't we? We have successfully added a digital layer to our physical world. Food designer and writer Emilie Baltz talked about her exploration into creating and digitally chronicling meals that trigger our feelings of desire, love, and lost. Through taste and sight, we can feel emotion. Think of the last gastronomic delicacy that made you shed a tear, and I am not just talking about cheese steak spring rolls. Neil Blumenthal, of the famed Warby Parker, attributed their success to the continuous narrative in their brand aesthetic, e-commerce platform, customer service, and now brick-and-mortar retail spaces.  Human beings are connected through storytelling. It is how we pass down our history and build community. And, the Warby Parker community is the same online as it is in person, which not only builds brand loyalty but increases brand evangelism. Redefine 'touch'? points Tied to storytelling are touchpoints, how brands interact with their customers. In an integrated-everything world, we have to re-evaluate our interactions just as we are re-evaluating silo-ed marketing campaigns. Brands aren't just meeting people at the cashier or on the tv screen anymore. Brand interfaces are everywhere, even on your Nicki Minaj Pandora station. A panel on 'How Technology is Driving Brand Innovation'? featured representatives from Avery Dennison, NBC Universal, IPG Media Lab, and Waggener Edstrom and focused on the cross-hybridization of traditional and new media and the extension of the screen. Technology is so integral to our daily lives that brands need to think of themselves as a resource to everyday function. The touchpoint should become the 'passion point'? and aim at solving problems of the human condition. Remember the time Apple shut down Google Maps, and we were all lost for a few months? Think that essential. Bring everyone to the (digital) table We are all probably believers of the 'Content is King'? theory. Because that content, whether enriching or mindless, is inevitably being shared. As Abigail Posner of Google pointed out, we share videos of everything from screaming goats or the latest buzzworthy commercial. Human emotion is infectious and formatting content in easily shared tidbits (Twitter, Vine, Youtube, memes, or the like) enables our innate desire to come together. And this coming together around the proverbial roundtable is easier than either. Co-working spaces like Benjamin Dyett's 'Grind'? allow us to work anywhere. His talk emphasized the shift away from 'corporations'? to 'communities'?. Technology has knocked down walls and allowed us to roam free along the countryside (or the Starbucks in most cases) and explore new experiences while still connected. We are even able to physically build communities. Through the magic of crowdfunding we can essentially lay the building blocks for entire cities. Founder & President of the Prodigy Network Rodrigo Nino discussed how the tallest building in Colombia, the BD Bacatá, was funded by 3,500 Colombians and not a single corporation or institution. For better or worse, technology is making it easier to connect to our fellow (wo)man. Treat time like the commodity it is But life is short, and then you die. Through all the technological advances, we still have not become the Terminator, and we will not be back (atleast not in the form we are used to). So, we should treat time like the precious commodity it is. Though we are now accustomed to everything updating in 'realtime,'? we have to stop and take stock in our real time. This is something creative production agency Mssng Peceseloquently displayed with their new product, ThePresent, a clock that measures time annually and gives us a sense of the cycle of the Earth and seasons rather than the EOD deadline. Author Douglas Rushkoff reminded us that our digital age means that we are always on-call as pointed out in his new book 'Present Shock'?. We are constantly in heads-down smartphone-on mode, so when we do look up, our physical experiences should be as enriched as our constant stream of digital information. Rachel Shechtman  is capitalizing on this notion of all-encompassing brand experiences that intersect retail, media, and publishing on an ever-changing (albeit monthly) basis via her concept store, 'Story.'? The overarching message of PSFK 2013 was that technology is making it easier to do everything, especially be more connected to our world. How do you see technology connecting us to the world around us and making us more human? Were there any other points that struck a chord with you at the 2013 PSFK New York Conference?

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