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!

Image

Latest

Marketing to a New Generation of B2B Buyers
May 15, 2025

With Gen Z gradually stepping into B2B decision-making roles, marketers across many industries are confronting a major pivot point: the storytelling strategies that appealed to previous generations no longer resonate on their own. According to several studies, Gen Z is expected to make up over 30 percent of the workforce by 2030 and will…

Read More
American Eagle
Building Loyalty Through Generational Evolutions: Inside the Mind of American Eagle CMO Craig Brommers
May 15, 2025

As Gen Z cements its role as the cultural vanguard and Gen Alpha begins to assert its voice, brands face mounting pressure to not only keep pace but to actively shape youth identity. With social commerce booming and physical retail undergoing reinvention, staying relevant means delivering experiences as dynamic as the customers themselves. One…

Read More
sports agent
Legendary Sports Agent Leigh Steinberg Reveals How Purpose, Trust, and Legacy Redefine Athlete Representation
May 14, 2025

Amid growing public scrutiny of sports agents and questions around athlete empowerment, few voices carry the weight of lived example like Leigh Steinberg. Known as the inspiration behind Jerry Maguire, Steinberg has redefined what it means to represent athletes with integrity, purpose, and impact. At a time when college athletes are navigating NIL deals…

Read More
leadership
The Power of Purpose – Leadership and Vision with Byron Sanders
May 14, 2025

Welcome to this transformative episode of the Undisputed Podcast, where your host, Ty Bledsoe, CEO of Undisputed LLC, engages in a riveting conversation with Byron Sanders, a visionary changing the landscape of community leadership and public health. A former president and renowned CEO, Byron shares his journey from humble beginnings in Southern Dallas to reshaping…

Read More