May 29, 2007

Marketing as usual

Johnnie Moore

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

In my email today comes a reminder that marketing has yet to be revolutionised.

American Airlines yells at me:

As Requested – Your Exclusive AmericanDreamDeals 4 Day Fare Sale

This accompanies a list of very unremarkable fares as a quick trawl on the web demonstrates. (eg AA London-New York, 12 to 19 June “DreamDeal” = £351; or fly Delta without daydreaming for £326)

The “as requested” is a bit of an exaggeration. I just failed to tick the opt out box when I registered with AA years ago.

So what makes these “AmericanDreamDeals” worthy of the little “SM” sign? (Is SM an acronym for ShittyMarketing ?)

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.

Unhurried marketing

I’m experimenting with marketing less and listening more

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

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.

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!

Customer-centricity: is it the answer?

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?

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”)

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Marketing as usual

Johnnie Moore

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