Mass marketing a massive mistake, says brand expert

MASS marketing is a massive mistake, a former global chief marketing officer at McDonald’s told Irish food and drink companies at Marketplace Ireland yesterday.

Larry Light, chairman and chief executive of brand management consulting company, Arcature, argued that unfocused and over-generalised marketing strategies were redundant in a world of individualised lifestyles and cultural diversity.

“The basic driver today is that the consumer demands — not wants — more choice and more variety. They want a product that is personalised and customised,” he said.