May 26, 2017

Digital marketing and the human equation

Digital gives us opportunities to see our customers and to be more responsive to their wants. – Bernadette Jiwa That’s the promise, but it isn’t always the practice. We get excited about digital technologies like chatbots, the Internet of Things, marketing automation, artificial intelligence or virtual reality, but often miss the most important business opportunity. […]

Relationships are for people, not brands

The notion of a brand relationship has always been a flawed metaphor. The idea that repeated encounters between a brand and a customer would eventually take on the characteristics of a relationship between people diminishes the humanity of real relationships. Can anybody truly have a relationship with a tube of toothpaste or a sack of […]

Building your brand on moments of helpfulness

There is a difference between branding and being a brand. Branding focuses on the grand gesture. The big ad campaign with major media impressions. The breakthrough product innovation. The viral marketing event. Those things capture top-of-mind awareness for a short period of time. But in today’s noisy marketplace that awareness is quickly displaced by the […]

The helpful brand wins the heart

One way to disrupt your market is to disrupt your marketing. What if you set aside the hard-sell persuasion techniques and the broadcasted interruptions, and instead served up a generous portion of radical helpfulness? What if helping people actually became your marketing strategy? Do you think you could still compete and win? Some brands are doing […]