I am pleased to announce that my new book, Flipped: How Bottom-Up Co-Creation is Replacing Top-Down Innovation is out. Well, it's not totally a new book. Doug Seibold, Eileen Johnson and the good folks at Agate Publishing suggested that we republish my 2004 book, Beyond the Brand. Both of us felt that the book needed to be updated and that the original title didn't really capture what the book was about. We decided to go back to the name I had initially proposed to my first publisher, Flipped.
The better the product, one expects, the fewer the flaws one will find. That’s why Lexus is at the top of the quality surveys, and why Yugo went out of business. That’s perfect logic, until you get to true luxury products. One of the counter-intuitive marketing characteristics of real luxury products, according to J. N. Kapferer and V. Bastien, authors of The Luxury Strategy, is that they may be less than perfect. To some degree, these flaws actually increase the luxury appeal of the product.
Book Review – The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands by J. N. Kapferer and V. Bastien
Neuromarketing and luxury brands go together. After all, to a large measure luxury is a psychological construct – is a $600 purse ten times better than one that costs $60. Indeed, without brand labels, could the average person even distinguish them? It’s not surprising that early adopters of neuromarketing include luxury brands like BMW.
When I got out of engineering school, it was natural to take the competitive, intellectually show-offy mindset we all had in college into the workplace. I was developing software, and so there were constant battles to discuss how to design a certain piece of code or construct a test scenario. I remember these times fondly. The arguments were loud but respectful, and it seemed most of the time the right answer came out of them.
It wasn't 20 years ago today, but close enough: About this time in 1990, my book, "The Green Consumer," hit the bookstores. The book — the U.S. version of a 1988 U.K. bestseller, "The Green Consumer Guide," by John Elkington and Julia Hailes, which I substantially adapted for U.S. audiences — began with a simple premise:
Book Review: You Are What You Choose – The Habits of Mind that REALLY Determine How We Make Decisions, by Scott de Marchi and James T. Hamilton
Based on the title and cover art, which shows a head stuffed with objects, I anticipated that You Are What You Choose would be chock full of decision-making insights based on neuroscience and behavioral research. Instead, de Marchi and Hamilton mostly talk about their TRAITS system for categorizing individuals and then predicting subsequent behavior.
Book Review – Trade-Off: Why Some Things Catch On, and Others Don’t
Marketable business ideas often have two key characteristics: simplicity, and a way of categorizing products, brands, or companies. The Boston Matrix, for example, launched armies of strategy consultants who neatly fit businesses into buckets labeled, “cash cow,” “star,” “dog,” etc. Kevin Maney’s book Trade-Off has those two characteristics as well.