<p>Marketers talk a lot about emotional resonance and personalisation. But the reality is: most of us are still figuring out how to do it without crossing a line.</p><p>In this conversation, Joe speaks with <strong>James Manderson</strong> from <strong>Braze</strong> about the tension many marketers feel between <strong>relevance, respect, and privacy</strong>.</p><p>They explore:</p><ul><li><p>Why 95% of marketers say crafting emotionally resonant messaging is hard</p></li><li><p>The difference between “Hi {First Name}” and genuinely thoughtful personalisation</p></li><li><p>How to use first-party data in a way that feels human, not extractive</p></li><li><p>What trust looks like in practice — not theory</p></li><li><p>Examples of brands who walk this line well</p></li></ul><p>This isn’t about sentimentality. It’s about <strong>treating people like people</strong>, at scale.</p>