FindMine: How Personalization Effects Brands

Over 89% of digital businesses are now investing in personalization marketing tactics. An individualized approach is said to hook the consumer, invite more interaction, and help boost sales. But investing in an individualized campaign is costly and it might not be all it’s made up to be. How should companies invest in their future without paying too much and losing their brand image in the process?

In this episode of “What Just Happened?” host Christine Russo invites guest Michelle Bacharach, CEO of FindMine to chat about brand personalization.

Contrary to many thought leaders of today, Bacharach believes personalization is a huge risk, one that can bankrupt a business. On one hand, personalization investment is increasing, but on the other, it is diminishing brand and editorial vision – which is arguably the one thing brands have that stands apart from giant retailers like Amazon.

“One of the reasons I started this business was that I believe that personalization can literally bankrupt businesses,” outlined Bacharach.

Russo and Bacharach discuss…

● The high-risk, low reward of buying into an individualized personalization market

● How brand differentiation rewards the consumer and the business

● Why FindMine implements a different approach to brand personalization while staying true to a scaled-out editorial vision for each company

“…what FindMine does is we’re a content-engine. We amplify the amount of editorial and inspirational content that’s available, sometimes by, you know, 10,000x what you have, and so if you can take that little nugget of…five assets that your marketing team feels great about and splice it and dice it and make it into a whole bunch of different flavors and varieties that are still on brand…but are different enough and dynamic enough to be appropriate for each of those people…you get a one-to-one story that’s possible…,” said Bacharach.

Bacharach has been the CEO of FindMine for over six years. She earned her BA in Interdisciplinary Studies from the University of California, Berkeley and her MBA from NYU’s Stern School of Business.

Follow us on social media for the latest updates in B2B!


clean energy wind turbines
Clean Energy Sets $1.1 Trillion Record That’s Bound to Be Broken
January 26, 2023

(Bloomberg) — Last year was a double milestone for decarbonizing the world’s energy system. It was the first year when investment in the energy transition equaled global investment in fossil fuels, according to the latest data release from clean energy research group BloombergNEF. The money flowing into the upstream, midstream and downstream segments of oil and gas, and […]

Read More
American Airlines airplane in terminal
American Airlines Sees Profit Above Estimates on Steady Demand
January 26, 2023

(Bloomberg) — American Airlines Group Inc. expects profit this year to exceed estimates following a slow start, as steady demand for air travel keeps an industry recovery going into 2023. Full-year adjusted earnings will be $2.50 to $3.50 a share, the Fort Worth, Texas-based carrier said in a statement Thursday that also detailed fourth-quarter results. […]

Read More
Chipotle workers making burrito
Chipotle Seeks to Hire 15,000 Workers Amid Tech Layoffs
January 26, 2023

(Bloomberg) — Chipotle Mexican Grill Inc. is adding 15,000 jobs across its North American locations — a sign that demand for restaurant food is robust despite high inflation and economic uncertainty. The burrito chain’s hiring push is meant to ensure its more than 3,000 US restaurants are fully staffed for the company’s busiest season, which […]

Read More