Commentary

Character Finds Role On Madison Avenue: Why 'Traits' Are The Next New Thing

It's how we describe a person's substance, and yet, for all the ways marketers target people -- demos, behaviors, emotions, etc. -- character has rarely, if ever, had a role on Madison Avenue. Until now.

Armed with new scientific research proving character traits are not just a more effective way …

3 comments about "Character Finds Role On Madison Avenue: Why 'Traits' Are The Next New Thing".
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  1. Andrew Susman from New Value Associates, September 30, 2018 at 8:03 p.m.

    For more information, please visit http://emoto.ai

  2. Paula Lynn from Who Else Unlimited, October 1, 2018 at 11:32 a.m.

    How happy will people be when this gets in the wrong hands and uses it against us ? It is only a hair's breath away. Cambridge Analytica anyone ? That one may have disbursed, but there are many others even worse in the wings including people who worked for them who will just rebrand. Oh wait. This comment will suddenly disappear, too.

  3. Andrew Susman from New Value Associates replied, October 4, 2018 at 9:01 p.m.

    Dear Paula:  Thank you for your comment.  We completely agree with you.   CA  was a noxious development for our industry and society at large - and a potential canary in the coal mine.    This is precisely why we built Emoto: the best brands need a positive marketing system based on a framework of humanistic character strengths (our higher angels).  
    https://en.wikipedia.org/wiki/Character_Strengths_and_Virtues
    This is as opposed to  techniques and technologies used by others which use human vulnerabilities like neuroticism, or incite moral amplification and conflict (our lower demons).   This is a new sustainable marketing system which aims to create efficacy and well being for brands and people.   Incidentally, your note demonstrates the signature Character Trait of Citizenship .    We invite you to call us directly (212-209-3999) and help us to continue to build the product.  We need more people like you in our society. 


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About the Author

Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.

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