CUSTOMER EXPERIENCE
Marketers must remember to speak to their audience as real people. Meet them where they are. Show them you understand them
Jeremy Jones Global Head of Creative Intuit Mailchimp
According to Jeremy, giving a brand a‘ real personality’ comes down to three key things – having a clear perspective, focusing on the details and staying consistent.
“ Brands need to consistently express a clear point of view,” he says.“ That starts with having a philosophy that guides every piece of communication, rather than changing direction with every campaign.
At Mailchimp, the company achieved this through its core brand persona of the‘ expert absurdist’, which was first established in a 2018 rebrand. This personality is designed to balance genuine marketing expertise with humour and creativity.
102 November 2026