Case story 1 uses the story of the development of the Marlboro brand to support the change lesson:

Use data and your gut to segment your people into employee persona types.

It highlights the importance of understanding people in order to motivate them to change their behaviour. Case story 1 tells the story of how cigarette ‘brand worlds’ are created using psychological insights about:

why people start smoking

why they keep smoking

how they select a cigarette brand.

It explains how Philip Morris and their creative team used these insights to create a conservative hero in the Marlboro Man whose appeal transcended politics and nationality to, against the odds, make Marlboro the world’s number one cigarette.