Marketers know that a key element in many purchases is to signal something about the buyer. A Toyota Prius, for example, says that its owner is concerned about the environment. Expensive luxury brands let the world know the buyer has discriminating taste, and, more importantly, has plenty of money.
Over coffee the other day a colleague asked me a question I actually get asked a lot: Do you find that people “get it?” By “it” he was referring to operationalizing the brand, the approach I teach and help my clients implement. He asked because he’s found, as have I, that although many company leaders claim to understand the difference between expressing and operationalizing a brand, the fact is, most don’t put their brand in the driver’s seat of their organization.
This was an interesting perspective I’d not thought about before. It especially rang true, since as a kid I can remember often being told to “get your head out of that book and go outside to play”. I wonder how many parents say that nowadays.
The way brands and agencies have combined new technology with their sales, marketing and design strategies, give the impression that technology is outgrowing the creative and communications industry almost ten to one.
I’ve a stack of books sitting on my coffee table waiting for me to write a review. I am reading less and less lately, from a historically high of 4 books a month to now 15 books a year. But I am buying more art books. And I review 2 dozen of books a year. My magazine subscriptions have been cut down from 40+ magazines to less than 10. Many including Wired and Forbes have dropped off from my list and I stopped many of the journals, many are just repeating old things. It is like digging out bones from one graveyard and put them in another one. I’ve picked three books to review and share with you this week:
I’m not a big yogurt fan. “Live cultures” would be unacceptable (or even scary) in most foods, but are highly prized in yogurt. Nevertheless, we can all learn something from a neuromarketing study focused on the gooey dairy product.
Every once in a while you see something which is such a fresh solution to a problem you just say ahhhh. Check out this skytrain/bus idea about how to float about the traffic in China and create efficient transport.
It got me thinking as to what make for a disruptive thought:
There have always been “rules” around what day you should send email marketing messages. I’ve heard numerous timing strategies that all make logical arguments for their method. One rule I’ve been hearing a lot lately is “Never email on Fridays. Always email on Tuesday nights.” The theory behind the rule of thumb makes sense: email too early in the week and people are too busy with their actual work to open or focus on your message. Email end of the week and your message will get buried in a barrage of messages everyone has to dig out of come Monday morning.