Grant McCracken weighs in on the hoohah over the Chevy Tahoe user-generated ad effort. He puts it better than I did.
There is a fundamental shift in the rules of the game of marketing. We have to change our risk tolerances. We have to understand that the marketer’s work once so dominated by risk avoidance, is now much more about risk management.
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
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
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”)
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 blog updated from there but
I like Viv’s comment on the challenge of Open Space: We are so used to being told what to do where to go and when, that when faced with a
Now that I’ve finished my tax return the next deadline looms: sending in my proposal to Todd for my More Space essay/chapter/thinkpiece thingy. I’m definitely more of a starter than
I wanted to share this email doing the rounds this morning… AIRCRAFT MAINTENANCE After every flight Qantas pilots fill out a form called a gripe sheet which conveys to the
