While personalised marketing has the potential to reach specific audiences in more relevant ways, it doesn’t eliminate the need for brands to reach all present and future buyers of the category. What does the audience focus on? Our audience are choosers. Making the right brand choice is their focus. They learn from brand actions or brand behaviour, and brands in turn must learn from audience behaviour. Brand building and personalisation – they work together, and they are most effective when it’s a two-way street, a dialog.