Showing posts with label marketing. Show all posts
Showing posts with label marketing. Show all posts

Wednesday, December 2, 2015

‘Not For Profit’ ways are the NEW Marketing

I was early for the meeting the other day so I opted to spend time at Starbucks Store. With the Kindle app installed in my mobile, I read the ebook for an hour. Neither anyone asked me what I would buy to justify my occupying their chair there, nor there was any compulsion to buy anything. Like me, I was not alone, there were a few more like me completely engrossed in their mobile phones. Continue Reading....

Friday, September 12, 2014

At last ...

At last there is a realisation in industry that BRAND is about ROMANCING the Customer and not just LOGO and Advertising. The origin of this blog was for this purpose. 

For many years BRAND builders have always ignored Customer Experience while for CUSTOMERs it was always like that. & this was a mismatch. 

Common sense says : how customers are concerned with the brand if they are not experienced? 

But still all creativity is expended in advertising and so called superficial brand building exercise.

Theme of upcoming brand summit by Paul Writer is Lovable Brands; Romancing the Customer. 

Unless brands are touching and making customer experience memorable , its not branding exercise at all. Earlier companies realise this better resources can be allocated. 

It would be apt to mention what Seth Godin has blogged earlier this week: 

" Most important marketing decision the CMO makes...

Is the goal to get people to notice what we make?

or

Are we setting out to make something people choose to talk about?

If you don't know your boss's answer to this, find out. If you do, act accordingly.

Hint: getting people to talk (or care) about your average stuff for average people is a lot more difficult than it ever was before "

My entire blogbook WOW ! & Weird is devoted on this very theme. 

Happy to see our BRAND Builder community is going to discuss on this in this summit. Happy days for CUSTOMERs , AT LAST.

Saturday, September 15, 2012

Exposure is Given, Manage your Behaviour not Exposing Medium


Lousy product reviews on FB or Twitter and whole efforts on product and marketing fails.  On the contrary superlative reviews can boost the sales and brand image beyond imagination.
Therefore companies have stared focusing on their social bushiness strategies.
Bigger question or issue is: With Social Media (SM) is taking center stage companies need not only design their social media strategy but has to change business strategy altogether.
Yes, emergence of SM, organisation is exposed to the world i.e. potential customers, existing customers, suppliers , potential employees and investors, everyone. Therefore advertising and marketing campaigns will have to be realistic and under claiming.
Ad Guru David Ogilvy has said “Great Marking only makes weak /lousy product faster .”  This was in times of no SM. Imagine what can happen in times of SM?  Movie JOKER is the latest example. Earlier this week Volkswagen (VW) ad in TOI was talk of the town, now suppose VW’s  product is not up to the mark or people reads not so good review about their other products, what will happen to so brilliant advertisement? Though its is unlikely for VW but not for majority of the companies.
When the company is exposed to masses about their behaviors, it has to change the behavior and not only strategy to deal with exposing medium. With people to people contact , what company says is hardly of any significance. Its time to get real. Its time to revisit objectives and mission statement  again. Its time to revisit business processes, people soft skills, HR policy, product innovation and afters sales service. Its time to check the air in all the four Tyre (people, process, product and communication). Puncture in any one will curtail the speed and end products/outcome. All companies NOW has to work towards creating brand advocates. Yes that is the ultimate thing that all companies must aim for and best things that can happen in favour of the company through SM.
Now its a time to work towards not triple bottom-line but SINGLE bottom-line through happy customers, motivated employees, supporting vendors, community building, active CSR , concern for environment. Every activities will be watched and  discussed on SM. Now is the time BRANDS will be built by company business strategies and not by advertising and marketing team.  Measurement parameters MUST include other  parameters than only financial share holder driven parameters. Net Promoter Scorecard, Customer SATisfaction, Employees-SAT, Community-SAT etc etc.
When EXPOSURE is given , you don’t try to strategies to defend mis-behavior but certainly-try to behave and put up EXPO-SABLE show.  Brand building is NOW everyone’s role in the organisation. Happier times are here not again for the first time.