The consumer in your brief is not a real person. They are a clean funnel on a slide. Awareness, consideration, preference, purchase. But that is not how anyone in Accra actually buys anything.

In Episode 2 of The Making, Abeiku takes on Parts Two and Three of Rules for the Marketing Communication Executive by Prof. Robert Ebo Hinson and Joel Nettey: Markets, Consumers and Segmentation.

If you build briefs, plan media, or read dashboards for a living, this one will make you pause.

📖Get the book: Rules for the Marketing Communications Executive by Prof. Robert Ebo Hinson & Joel Nettey - 0591343421

Watch Episode 1 on Part One, The Campaign Mindset, first if you missed it.

Subscribe for the rest of the series.

MAD Conversations - Marketing. Advertising. Digital. Design. 
Ghana’s commercial creativity - documented.

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