Target customers’ big similarities, not their little differences

All too often brands are obsessed with what makes people different rather than looking for traits and behaviours they share. In his seminal article from 1918, The Taboo of Virginity, Sigmund Freud formulated a thesis called ‘der Narzissmus der kleinen Differenzen’, or the narcissism of minor differences. Largely built upon the previous work of British anthropologist Ernest Crawley, it stated that the minute differences in people who are otherwise alike form the basis of feelings of strangeness and hostility between them. Read more…