From Allstate's illustrious CMO Joe Tripodi - ANA Blog
- The Class Clown - Thinks everything is a joke with nothing really tying to the brand or product
- The Jock - An advertiser who is lost in strained sports analogies and attaches product or brand where there is no real linkage.
- The Prom Princess - An advertiser who is all about image with no real product or substance -
- The Slacker - No goals or measures.
- The Geek - In love with all the new media and technology (this might hit a sore spot to this audience). He feels these people are trying to be ingredient branders.
- The Drama Queen - All emotion, all the time. These are advertisers who attempt to inject emotion where there is none.
- The Heavyweight - He mentioned that it is good to go on intuition some time, but not all the time. My favorite quote here: "If you go with your guy all the time, you will be out of a job." The overriding concept here is you absolutely need consumer insight and analysis.
