SIGMA VP Discusses Brand Personas in DM News Article
July 26, Rochester, NY— SIGMA’s Senior Vice President, Strategy and Solutions, Martha Bush, was featured in a June 21, 2007 DM News article on brand personas.
Bush, defining brand persona as “the human face of a brand,” explained its importance as a foundation for strategic planning. Once persona is determined, more concrete data — collected through surveys and focus groups — completes the customer portrait.
“Building facts around your consumer allows for myth-busting,” she explained. “It quantifies each part of the customer relationship.”
For the full article: http://www.dmnews.com/cms/dm-news/database-marketing/41555.html