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A few weeks ago, I fell down a rabbit hole of cottagecore TikTok and Japanese jazz-funk from the ’70s. I didn’t search for it. I didn’t ask for it. But, somehow, my For You Page and Spotify knew. They knew before I did.
That’s the power of what I call B2Me, from broad strokes to a segment of one. And it’s changing everything.
As marketers, we’re moving from static personas to living identity graphs. As audiences, we’ve gone from craving options to craving intuition. We want brands that just get us.
Picture ads that shift based on your…
