“There are over half a million Linkedln members with storytelling listed in their profile.” Once upon a time, I collaborated with LinkedIn and GapingVoid Culture Design Studio to explore the art and science of storytelling and inspire marketers to reimagine how they connect with their audiences. That partnership led to an interview, shared below, an ebook, “Once Upon a Digital Time“, and a video conversation, “Can Storytelling Save Marketing?” (video at the end of the post). Please follow this post…
The Future of Brand is Shaped by the Experiences Customers and Employees Have and Share
Have you ever read a review of a restaurant before making reservations? Have you ever read a review of product before making a purchase? Have you ever read a review of a company before deciding to take a job? Have you ever watched Youtube videos or asked your network aka hive mind for input regarding any of the above. Of course you have. You’re a normal personal living in an incredibly connected world where information, maybe too much of it,…
Introducing Generation-N, The New Customer Defining the Novel Economy
Meet Generation-Novel, the new critical customer segment created by the pandemic. Before COVID (BC), your customer was already living a digital ritual of mobile, social, real-time for work, play and endless sharing and consumption. Now, with shelter in place and general fear of getting sick, customers are only becoming more and more digital. It’s not just for the early adopters or younger generations. Everyone is becoming equally digital because they have to. But it’s not just about tech and the…
Brian Solis Tells MyCustomer How To Identify and Establish A Brand’s Moments of Truth
In an article by MyCustomer editor Chris Ward, Solis discusses the elements to consider in the process of establishing a brand’s moments of truth. Ward begins by mentioning the four moments of truth that can help businesses improve customer experiences, as Solis chronicled in his 2013 book “What’s The Future of Business?” These are: Zero Moment of Truth: The term coined by Google to explain the event in which people now search for information online and make decisions about brands…
Brian Solis Quoted Extensively in CMO Article On Real Customer Engagement
Solis’ belief that the “marketing function itself” needs to be reinvented is at the core of his discussion with CMO contributing writer Mercedes Cardona in her article “Real Customer Engagement ‘Takes a New Narrative.’ The foundation of her thesis is a quote in a new Altimeter Report that “Brands that leverage technology and data to be most visible in digital media when consumers are “mentally available” will live to see tomorrow.” The report, “Digital Experience Innovators: How Leading CMOs and…
Why Innovation Is Key To Engaging “Generation C”
Retail TouchPoints (RTP), the premiere online publishing network for retail executives, conducted an exclusive Q&A with Solis before he delivered a keynote address titled “From Iteration to Innovation: How Top Brands Are Surviving and Thriving in Digital Darwinism” at the 2019 Retail Innovation Conference. Believing that using smartphones “rewires your brain to essentially move faster, makes you a lot less patient, and has created a lot of ‘accidental narcissism,” Solis revealed why it’s so vital for retailers to keep up…
Brian Solis Quoted in Reference to Effective Coca-Cola Campaign In South African Article
Solis is quoted in reference to a successful Coca-Cola marketing campaign in an article by Tiisetso Maloma on the South African website Biz Community called “The Two Most Important Quotes in Marketing – Becoming and Authority and Expert in Customers’ Eyes.” The article reads: “In 2015 it was estimated that the campaign increased Coke sales by 7% among young adults in Australia, and by 2% in the USA. The campaign is a success because it leaves people feeling something…
Does your brand have an experience style guide?
X has opened the doors to new countries and experiences and for that, I am truly grateful. Recently, I had the opportunity to visit Singapore and also Hong Kong. I already want to go back. While in Hong Kong, I meet with Soon Chen Kang 江欣珍 at Campaign Magazine to discuss X, the state and future of brand and the importance of experience design in all aspects of customer/employee engagement. I wanted to share the conversation with you here… Does your brand…
Community is Much More Than Belonging to Something; It’s About Doing Something Together That Makes Belonging Matter
Viginia Coutinho is a dear friend who just released a new book (in Portuguese) that helps strategists think differently about social media. She is also the organizer of Upload Lisboa, a fantastic event in Portugal that focuses on innovation and disruptive technologies. Earlier in the year, she surprised me by asking if I would consider writing the foreword. Even though I don’t write much about social media these days, I couldn’t let her down. Now that her book is available,…
The Ultimate Moment of Truth and The Art of Digital Engagement
In 2012, Google along with Jim Lecinski published a fantastic book that explored how digital customers made decisions in what Google refers to as “The Zero Moment of Truth.” The ZMOT as it’s abbreviated, helps strategists discover relevant strategies and tactics on how to show up at the right place, at the right time and with the right content in a digital ecosystem. In a world where consumers “Google it” to begin their digital journey, ZMOT revealed that brands need…
