From Bernadette Doyle’s Client Magnets newsletter
A metaphor that I often use to describe the Client Magnets approach is the image of two boys in a garden. One of them is frantically chasing after birds; the other just stands still holding out birdseed in his hand and waits. Instinctively most of us recognise that the latter will be more successful. Yet most sales and marketing techniques involve some form of chasing with the net result that prospective clients are scared away.
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.
I’m experimenting with marketing less and listening more
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.
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
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!
Michael Hammer’s new book, The Agenda, is about the rise of customer power. But is customer-centricity really such a good model for business and society?
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
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”)
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
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
Chris Corrigan has been thinking about evaluation, the theme for the upcoming Show Me The Change conference. He cites Margaret Wheatley on the subject of measuring. She asks a clot
There’s an nteresting – and somewhat depressing – article in the Guardian by Richard Sennett: Out with the old. It casts another light on the problem Douglas Rushkoff identified, mentioned
It seems that these days people just can’t get enough Seth. Time was, people might indulge in Seth in the privacy of their homes, and find this satisfying and productive
John Moore at Brand Autopsy asks Is Being Visionary A Good Thing? Being visionary is a double-edged sword. Sometimes you can be so visionary that others can’t relate, understand or
