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Marketing personas are often not aligned with UX personeas, not due to a mistake but due to the fact that the two functions operate in different domains

The customer for dog food is not the dog, for example

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Marketing and UX Personas can be the same thing, the problem is that they are often defined for completely different touch points ( TV vs. Software) so the requirements are different and the results are different. Mostly this is confusing for everybody, an additional factor is that most UX teams know how to work with personas and how to develop them. But most ad agencies and marketing departments don’t. This makes their personas often rather weird and unhelpful. It’s often a target group personified ( the whole target group).

And the user of dog food isn't the dog either, believe it or not. Dog food is designed for dog owners, not dogs. Everything is designed for humans.

Just like you don’t advertise dog food to dogs.

Indeed, the primary criterion in dog food design is smell and consistency of output. #2 is cost — how can you tweak ingredients as to legally be allowed to label it “lamb dinner” at lowest cost

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