There’s a wonderful pile of codswallop over at MediaPost… “The personal touch in brand marketing: 4 priorities for CPG.” Ok, I am an old curmudgeon, but what the fuck is CPG? This wonderful opus takes the first few paragraphs to kick the shit out of traditional advertising. And we are warned that the industry is changing fast, and CPG firms that pursue only that traditional, broad-brush approach to brand marketing risk being left behind. It advises us to bring data and analytics in house… Yawn… It ends up with…The growing demand from consumers for a more intimate relationship with brands has created a huge opportunity for CPG marketers to take a leading role in driving growth. Putting the consumer before anything else and fully exploiting the data that is under their noses will position CPG firms to capitalize on the new era of intimacy. Oh, putting the consumer before anything else by exploiting data… How fucking revolutionary. What a load of tripe!