New Presentation by Graham Brown (at foot of post) “Brand Management is So 1999″ Seth Godin The reason why there’s always a place for celebrities is because there will always be lazy brand managers. Sponsorship is easy – it means buying your way into youth attention. Celebrity means you can easily remove the discomfort of [...]
You can talk Social Media or Customer Engagement but if your organization rewards your people on the basis of short term metrics, employees – regardless of CEO directives – will gravitate towards the activity that gets the promoted and prevents them from getting fired. If your organization places a premium on ARPU, for example, your [...]
Is your organization suffering from the Harley Effect? A short term focus on the highest spending customer in order to fulfill the need to meet 90 day metrics? By 2030, the average Harley owner will be aged 67 yrs. They have value and the much sought after disposable income but their “lifetime value” is is [...]
The third stage of mobile market evolution is the move from ARPU driven to Loyalty driven metrics. In today’s market loyalty is rarely prioritized as the main KPI, still secondary to ARPU, but represents the key route to long term profitability (Chief Marketer Most Recent). Too often brands take good customers for granted (The Big [...]
Trust Earned and Lost “Communication is not a function of technique but a function of trust” – Stephen R Covey Trust is earned never bought. It comes from years of doing rather than saying. Consider the Google brand as a trusted benchmark. However, trust is easily lost through complacency and the 6 ways illustrated below. [...]
I’m a big fan of Seth Godin, you probably know already (I’ve already blogged down the line about The Dip). I borrowed one of his riffs earlier when I blogged about Sliced Bread and why we need to challenge the received wisdom. Godin was the first author to switch me on to the idea of [...]
Vodafone, like most mobile operators, faces the ongoing challenge of being relevant to the next generation of its customers (youth) while at the same time not losing its broad appeal. It couldn’t re-invent itself as another Blyk or Boost Mobile (nor would it want to) but at the same time, as with the current problem [...]
The 10 Changes a CEO needs to make to win young consumers #1 Change your metrics The CEO of a well known mobile operator in Europe once talked to me about his company’s unique vision – to “win the hearts and minds of young consumers”. The strategy involved a focus on the latest technology – [...]
Radiohead’s recent pay-as-you’d-like strategy represents a much needed leap of faith in today’s shrinking recorded music marketplace. Young consumers are spending 10% of their disposable income on mobile services, that’s $30 less a month to spend on music, fashion etc. Something’s going to give. So perhaps beyond piracy, Youth’s $130 billion annual spend on mobile [...]
You would have thought so… shackled by the rampant capitalist demands of the record labels, forced to work in sweatshop recording studios and starved until they produce their inaugural album. It’s easy to pity the poor artist, particular as it is with them rather than the content owner that the consumer has affiliation. No wonder [...]