I’ve seen criticism of customer personas from people not involved in marketing, suggesting that they are fake and just marketing speak. When used well they can be very effective and help everyone in an organisation understand the target customer, bringing them to life and providing a focus for activities. It is great, therefore, to see this interview with Andy Palmer, CEO of Aston Martin Lagonda, saying how they use and refine personas within the company – http://fortune.com/video/2018/03/06/aston-martin-turnaround/
The interview also mentions the DNA of the Aston Martin brand and how that is continuous and important to them.
It’s worth spending 5 minutes watching the video!