Johnnie Moore

Changing behaviour

Johnnie Moore

Johnnie Moore

I’m Johnnie Moore, and I help people work better together

Freddie Daniells has a good post

In the Spring issue of the Marketing Society’s Market Leader magazine, David Cowan of Forensics, a strategic growth consultancy writes:

Marketing’s proximate mission must be to change customer behaviour – it is customer behaviour change that leads to top line growth. Changing customer behaviour is the link that connects the CEO and finance directors requirements with marketing.

and later…

Changing customer behaviour should be formally set as the header objective because it gives direction to the whole marketing enterprise.

Sorry David, I just can’t get with this at all.

And I’m not going to get with it either. (Though David Cowan’s reply to Freedie’s post suggests we may be reading too much into his article).

When I’m facilitating, I tend to remind people that in any relationship it’s easier and saner to change yourself than to try to change the other.

For instance, coverage of blogs often focusses on their role in influencing audiences but tends to ignore how blog authors are changed themselves.

Freddie goes on to talk about co-creation, which seems a rather more organic and exciting idea than one that tends to see our fellow human beings as objects.

One reason why brands often miss the mark is that they are so concerned with influencing (manipulating?) customers that they stop paying attention to what customers are doing and what they want. That way they stop learning. Somehow the idea of being surprised by, and learning from customers, seems to get squashed somewhere.

I find that marketing departments struggle with their internal relationships, leading to a lot of waste and frustration. They end up in a kind of shadow world trying to “fix” customers and distracting from the meatier, and scarier, problems they face themselves.

See also Jennifer’s comments on this at Brandshift.

Share Post

More Posts

Waterfalls and chaos

I linked to this paper on wicked problems the other day and Chris Corrigan commented “there’s a lot in that paper eh?”. Which is true.

Passion branding

Passion brands bring people together based on common interests and excitements. I’m particularly interested in ones created from the bottom up, as opposed to driven by producers concerned mainly with profit.

Medinge Moments

Just back from another extraordinary gathering at Medinge where the community that has produced Beyond Branding meets each summer. I was planning to keep this

The volatile chemistry of trust

Interesting research from Stanford suggests that exciting brands get more trusted after making mistakes and putting them right whilst more “sincere” brands start with more trust but lose it more easily. Perhaps the sensible interpretation is that second-guessing customers can be a waste of time!

What brand are you?

Thanks to Matt Tucker at Smith Associates for telling me about What Brand Are You. It strikes me that lots of companies waste money on

Just Undo It?

The AntiBrand: blackSpot sneakers, a project by Adbusters attacks Nike directly. In doing so they take on what has become one of the great icons

Putting humanity into branding

We live in a world of too much marketing and too much branding. People’s faith in advertising has fallen to new lows as we simply

New Abbey

So the Abbey National is rebranding itself this morning. As I write this entry, they are revealing their new look, their shortened name (just “Abbey”)

More Updates

Emotional debt

Releasing the hidden costs of pent up frustrations


Finding the aliveness below the surface of stuck

Johnnie Moore

Gather inbetween

Here’s another insight from that Dialogue book. The roots of the word “intelligence” are gather and in-between. I love that. What if we think of Intelligence is being in… or

Johnnie Moore

The Fox Hotel

I am back from a very interesting trip to Copenhagen. I stayed at the Fox Hotel based on the general buzz about the place and because it looked different. It

Johnnie Moore

Crowd wisdom in solitude

On Tuesday, I started reading The Wisdom of Crowds in the ironic setting of an empty train. I decided to travel from London to Manchester by the marginally slower Midland

Johnnie Moore

links for 2010-04-18

The Unique Origins of 25 Popular Products | Business Pundit Lovely collection of anecdotes. Did you know WD40 originated as scientists tried to create a formular for Water Dispersal. They