Sonia Thompson is a frictionless growth strategist and inclusive marketing consultant. She has been writing on Forbes since 2018, showing how brands can maximize growth and stop ROI leaks by focusing on consumer identity, her signature “mosaic marketing” approach, and
Is Target’s Jay Z Collaboration Enough To Win Back The Black Community?
High-profile partnerships can drive attention, but they can’t repair broken trust. Consumers look for actions that match a brand’s stated values.
Why Smart Brands Are Growing With ‘People Like Me’ Marketing
Consumers increasingly discover brands through people they identify with. The brands growing fastest understand this—and are building their marketing around it.
Marketing ROI Is Declining—But Not For The Reasons You Think
Marketing ROI is slipping not because of ad fatigue, but because brands are still targeting a shrinking “general market” instead of the audiences actually driving growth
Your Buyer Personas Are Missing Something — And It’s Costing You Growth
Incomplete buyer personas hurt conversion. When identity is missing, customers don’t see themselves in your brand—leading to lost sales and higher acquisition costs.
Communities Drive Growth. But Building Them Isn’t What Most Brands Think
Communities drive growth, but they aren’t built through platforms or tactics. They form when people feel like they belong—and connect with each other through your brand.
