Thought I'd share Grant McCrackens latest blog-post with you. On the mythic "Beer Guy" that some marketers still think will do the job. It's certainly easier to work this way, using the well-known stereotypes. But will it continue to work or become counter-productive? Of course this doesn't just go for marketing beer. Almost every market and every marketers view on his audience contains one or several stereotypes or mythic characters. Ideas of what the customer is like and what the customer dreams of becoming in any given consumer-situation. And lacking any interest in actually evaluating the potential developments and deviances of the users of the company or product, it continues as if nothing ever happened and as if every man (in or outside focus groups) still wants to become The Beer Guy.
Read it on Grants blog Cultureby: The Mythic Beer Guy