Dear Brands, All I want for Christmas is…

Dec. 8, 2015

The holidays are upon us — a great time of year for bad sweaters, chestnuts roasting on an open fire, and parties with friends and family.  It’s also a time when those friends and family might ask you (if you’ve been “good”) what you want for a gift.  Or when it comes to my wife, sometimes she doesn’t ask me what I want — she just watches what I say and do leading up to the holidays, and invariably arrives at the thing I want or need most.

So why is it that ‘Holidays 2015’ still features so many brands and retailers that do neither?  They don’t come right out and ask what I’m interested in, nor do they observe what I’ve done with their brand and arrive at an offer that’s just perfect for me, showing clear insight into how I tick.  Rather, in essence they tell me what they want me to buy — which “coincidentally” was the same thing that every other male, age 20-50, in the state of Massachusetts, wanted too.

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