Brands are empty vessels that get filled with meaning through actions and co-creation with customers. Money does not equal meaning.
To be solidly profitable, companies need some kind of competitive advantage…
But it might equally rest on a trusted brand and well-worn habits of making the right kind of decision, quickly. In other words, profitability can rest on shared values, goals and practices too.
An organisation…that has developed the right kind of culture, may well be more attractive to customers
Brand building is expensive in the short run and cheap in the long run.
via Tim Harford
YouTube is the most universally popular platform out there.
Everybody watches YouTube. All the different age groups have big numbers.
YouTube is the closest thing to a mass media platform we have these days.
Hospitality: Would you like some cake?
Sales: Can I get some cake? It’s great cake. What kind can I get you?
Customer Service: How was your cake?
Marketing: Here’s your cake.
The pattern for breakthrough marketing:
Pick a side. Make enemies. Build a tribe.
via Bots Gone Wild
What happens to the trailing 9 pricing psychology trick in a world without pennies? (Rounding up is not a long term answer for customer happiness.)
$999 still works
but does $9.99 become $10 or $9.95?
Does the decision become a signal of profitability and pricing power by retailer?
Choosing manual control over algorithmic features (smart bidding, automated audience targeting, etc) in paid platforms is like choosing manually-controlled traffic lights over automated ones.
(Yes, I did sit at a manually-controlled one, because road work, earlier and it was painful.)
Foursquare’s MarsBot has been reborn as BeeBot (basically).
It sounds like a glimpse at the future of computing (ambient computing!). The interface is your headphones (AirPods get the name drop) and information is fed to you via your location (using AI (obvs)).
Audio augmented reality
If you removed a channel from your marketing mix, what would you do with that budget / bandwidth / audience?
Unless what you’re selling is solely aimed at the base of Maslow’s pyramid then the purchase decision is an emotional one.
We are creatures of story. How your brand furthers, amplifies, or enhances the consumer’s personal story is the decision matrix.
via Gallup
