Marketers talk a lot about emotional resonance and personalisation. But the reality is: most of us are still figuring out how to do it without crossing a line.
In this conversation, Joe speaks with James Manderson from Braze about the tension many marketers feel between relevance, respect, and privacy.
They explore:
Why 95% of marketers say crafting emotionally resonant messaging is hard
The difference between “Hi {First Name}” and genuinely thoughtful personalisation
How to use first-party data in a way that feels human, not extractive
What trust looks like in practice — not theory
Examples of brands who walk this line well
This isn’t about sentimentality. It’s about treating people like people, at scale.