For years Iāve written about how the 4 Ps of Marketing, Product, Place, Pricing, and Promotion represented a dated perspective of customers and markets. In an era of connected consumerism, one could argue the merits of any of āPsā and whether or not theyāre still relevant. I suppose thatās a debate for another time. Instead, Iād like to introduce of two additional Ps that will propel a decades old concept and modernize it for a social economy. Truth be told,…
Your Brand is More Important Than You Think: BrandSTOKEās 9 Criteria for Brand Essence
The importance of establishing your brand in the era of Digital Darwinism cannot be overstated. Digital Darwinism occurs when technology and society evolve faster than oneās ability to adapt. Every brand is vulnerable, but no business is too big to fail or too small to succeed. With customers today being increasingly connected, informed, and ultimately empowered, their expectations only escalate. In short, they are more discerning and demanding than ever before. The brand and the brand promise are of paramount…
It Takes Empathy
If you look at the picture above, you might see a sunset. Some of you will see a sunrise. Much like the famous philosophical discourse between skeptics and optimists, a glass can only be either half empty or half full. I believe nonetheless that the above picture is that of a sunrise. I’m an optimist. I also believe that a glass is reflective of its current state. Either you just poured into or poured out of it. Otherwise, it’s a…
The Importance of Brand in an Era of Digital Darwinism
Part of an unpublished appendix for The End of Business as Usualā¦ Think of your favorite brand, and the first thing to come to mind is likely a logo, such as the Coca-Cola scripting, a tag-line, such as Nikeās āJust do it,ā or a jingle ā remember the Oscar Meyer Wiener song? These may be the aspects of a brand you remember, but they are no longer the most important aspects of branding today. Identity, persona, essence and promise, are…
Once More, with Feeling: Making Sense of Social Media
I was recently asked at a communications and marketing conference for senior executives when Social Media would start to appeal to all senses including, vision, hearing, smell, taste, and touch. It was an interesting question and the first time that I had heard it in public. My response was that it is already in full effect. To go one step further, much of the work I’ve studied and also the focus of much of my own work fuses aspects of…
