Why it’s important to study meaning rather than people.

It’s time to ditch that target consumer “persona”.

Imagine a world where ‘the brief’ for a brand doesn’t consist of a target audience — i.e. a persona. Rather, it conveys the meanings that the brand must embody, and the forms of symbolic capital (commonly referred to as social capital) it must provide to its consumer.

That’s what this post is about. I’m going to tell you why it’s important to shift your thinking away from tired old models, and how you can begin doing so.