Reading Time: < 1 minute It’s tempting to believe that our brand story is ours. It’s not of course. Today, it’s owned by everyone – in the sense that virtually anyone, anywhere can input. And that means you’re not the only one telling that story anymore. Once customers simply provided validation that your story was true. Now they are part […]
Tag: customer experience
Learning to think in analogue
Reading Time: < 1 minute Chris Anderson once observed that every abundance creates a new scarcity – and vice versa. So if digital is the abundance, what’s the new scarcity? I think it’s analogue – and by that I mean the things that are hard to reproduce and share quickly.
A simple value equation
Reading Time: < 1 minute Marketers put a price on something and call that its value. They arrive at that amount through a bunch of internal references – cost, margin, goodwill, disbursements … Then they talk about that value as if it is real. It isn’t of course. Value is simply an ongoing judgment call based on this equation:
Coffee to go
Reading Time: < 1 minute I walked into one of my favourite haunts and they were busy – OK, frantic. Waiting staff were running everywhere trying to get things done, serving people they didn’t know, trying to make a good impression. I got my coffee – and nothing else. No hello, no eye contact, no sign of recognition. Just my […]
Blinkpoints
Reading Time: 2 minutes Paul Marsden’s piece on “Thinking Fast and Slow” (thanks Hilton Barbour) raised some great marketing implications from Daniel Kahneman’s work that are well worth reading.
Business models as tensions
Reading Time: < 1 minute Jez Frampton once summarised great retailing as the perfect mix of finance, space and brand. I find that such an excellent crystallisation of the inherent tensions in that sector – the need to pack enough of the right branded product into an environment displacing the right number of square feet to deliver customers a great […]
Brands as extended storylines
Reading Time: 3 minutes The temptation when you’re working with a brand is to continue to treat it just as a product or service. It’s simpler to do so. It’s contained. You can add features to it or introduce a variation to it. But I’ve wondered aloud with marketers in the past whether treating a brand as the personification […]
Smart companies expect their customers to complain
Reading Time: < 1 minute Expect – in the sense that they are ready to act immediately should anything go wrong. They do so with grace, speed and humanity. They apologise when it’s appropriate. They move quickly. They recognise the loyalty opportunity of doing right by people.
The fallacy of frantic
Reading Time: < 1 minute Being busy doesn’t make you invincible. It just makes you … busy, for now. Except of course being rude to your customers or not returning their calls or treating them like they’re expendable, or doing the one hundred other things we’re all tempted to do when we’re busy isn’t just a now thing. It’s a […]
Who’s your brand story working for?
Reading Time: 3 minutes Some marketers like to work forwards. Advertisers for example often tell a story and then wait to gauge the reaction they get. Direct marketers on the other hand start by quantifying a reaction (in the form of a return) and then craft a story to generate that response. What I’ve been discussing recently is whether […]
10 ways it pays to be an intermediary brand
Reading Time: 5 minutes Marketers and business writers have been talking for ages about disintermediation – cutting out the middle man – in a bid to achieve more direct and economically efficient relationships. But the battle between Hachette and Amazon reminds us there are still very powerful players mediating between customer and producer.
Behind the new shop window: the real online shopping challenge for brands
Reading Time: 3 minutes Making people more interested in your brand is one challenge. Making them more loyal is quite another.