People are human (strange and wonderful), not "consumers".

The more human you are, the more other humans will like you.

Knowing, from centuries of history, literature and art, what moved people, we stick to those things.

Truth, beauty and people with a point-of-view (some brands in other words).

It's tempting to ignore the messiness of the human condition for easy consumption.

To squeeze them into ever-narrower cardboard cut-out categories for targeting. And yes simplicity helps - but it's deceptive if you think it resembles reality.

Humans respond to an understanding of their true natures, warts and all.

Something that simply says: "You get me."