When the Old Spice ‘Smell Like a Man’ advertising campaign launched eight years ago, it called out an often unspoken truth about sales and marketing. The consumer and the user are not necessarily one and the same. This insight inevitably alters how you tell the story of the products you sell and the change you’re…

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In the days before self-service shopping and before every home had a fridge, the responsibility for daily grocery shopping fell to women. The consumer was someone who came to passively buy what was on offer. While a 1955 focus group could persuade Birdseye to make fish fingers from cod rather than herring—that was where the…

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