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The business of cloning

Reading Time: 2 minutes There has been a carbon copy approach to business for some time, and business schools are  at least partly to blame. Management is now a taught vocation. OK – we all have to learn, but the problem is that everyone’s taught the same things and taught to work in the same ways. Same ideas. Same […]

Reading the minds of millions

Reading Time: 4 minutes Social markets, just like their financial counterparts, are driven by sentiment and the interactions of many. What’s being said about you now – right now – on Twitter, Facebook et al represents your likeability in real time. Some days you’ll trend up – meaning people generally feel good about you. At other times, the mass […]

Twinkle, twinkle, twinkle …

Reading Time: 2 minutes Markets today operate in a vicious circle of increasing assumption. The more companies deliver, the more customers expect. Business as expected is all the things you must do to confirm your place in the crowd. All that effort doesn’t inspire loyalty, it doesn’t even change the relationship, because it doesn’t change the way you’re seen. […]

Posting a profit

Reading Time: 2 minutes Likeability has both a top-line and a bottom-line. Social monitoring tends to focus on the top-line: mentions; retweets; likes; comments. Top-line likeability is important because it monitors partiality towards your brand – the prevailing emotion at that moment. But it can be easily swayed, by offers, for example, or news. Bottom-line likeability is the measure […]

Excitement vs risk: The very different emotions driving purchase of B2B and B2C brands

Reading Time: 3 minutes Philip Kotler once described brands as helping people to make decisions. In a world of frenzied competition and bewildering choice, they are of course the fastest, simplest and most effective way to link a name to a perception of value. What can easily be overlooked however is that B2B and B2C brands are not just […]

Customer service is worthless

Reading Time: < 1 minute We shouldn’t even think of “customer service” as being about something that is valuable to customers. The reasons are simple. We live in a service-focused age, and the people who buy from your brand know they’re customers. So “customer service” does not describe anything customers don’t expect and it certainly doesn’t envelope anything of particular […]

Out of the blue moments

Reading Time: < 1 minute As marketers, we’re taught to look for patterns. Research, we are told, will give us the insights we need to predict how whole swathes of our society will react. Brands are looking to predict how buyers will act or react so that they know what to expect. Consumers themselves of course operate under no such […]

Brands shouldn’t try to make sense

Reading Time: 2 minutes The flipside of a marketplace where brands encourage people to buy for emotive reasons is that brands also need to counter consumers’ personal reasons not to buy. Some of these reasons may be legacy. Some may seem to be convenient self-interest. Others may look like they’re based on ignorance, bias, selfishness. They probably don’t make […]