Companies, particularly consumer products companies such as Coca-Cola, are only successful to the extent they connect emotionally with consumers. That connection is grounded in an appeal that is familiar.
A personalized experience, whether the foundation for marketing a product or a point of differentiation in a service business, is all about affinity. It is about meeting the consumers where they are. It is about striking resonant themes that speak to their experiences, backgrounds, beliefs, personal challenges and core values. It is about respecting and understanding their "differentness."