Leave the Masses Behind

What if there was only one brand of cola on the planet? You’d be forced to drink it, right? But there isn’t. From Afri-Cola to Zevia Cola there are more than 80 different brands of cola worldwide. That is because the world is made up of people, individuals with their own distinctive preferences and dislikes. For them, the cola they choose to drink is literally a matter of taste.

My life is a two-way mirror. I know who I am. I align myself with who I am inside and let everything about me reflect that individual. From clothes to food, cars to home furnishings, the Internet has allowed me to shop the world. Bring it home, try it on and keep what fits me. And though I am different it doesn’t mean I stand out in a crowd. I am not a tie-dyed shirt in a field of business suits. That’s because there is no crowd anymore. I am one person in a world of individuals like and unlike me.

So why do some companies still insist on marketing to “the masses?”

Each person has an archetype. They may not know it, but if given the opportunity to explore the subject, they would find they have features, qualities, values and characteristics that can collectively identify their personalities. Maybe you are a rebel. Maybe you are a sage, or a hero, an explorer or a creator. Whether or not you realize it, there are things you do, say, think, wear and purchase that help identify your core self.

The same is true for companies. For example, Coca-Cola’s archetype is the innocent. Whether it’s teaching the world to sing or spending every Christmas season with the polar bear family, Coke embraces unity and simplicity. Ride the wave. Nothing better than sipping an ice cold Coke. Ahhh.

Coke’s red-white-and-blue rival, Pepsi, falls more toward the explorer archetype. New. Modern. Daring but not too wild; loud and fun but not crazy, Pepsi doesn’t try to evoke the past. Instead, Pepsi races toward the future. Refreshing? Maybe. Fun? You betcha.

But neither Coke nor Pepsi tries to be everything to everyone. They know their archetype and they have built their brands around it. Same with RC Cola on down to the local soda pop in Brazil.

Marketing to the masses is no longer possible because there are no more masses. We aren’t sheep in search of a shepherd. We are individuals who sometimes share the same interests, values and goals. We are connected and yet still maintain our differences. Smart companies see this. They begin with honest introspection and self-discovery. Then they create something wonderful that aligns with their archetype and attract people who love it, people who become friends, advocates and promoters.

We have one world and there are 7 billion potential customers in it. Some are rebels. Some are magicians. Some are jesters. Some are rulers. Yet each one of us is an individual.

Isn’t it about time all companies treated us that way?