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.