Bye, Bye Buyosphere – A journey of disruption, disrupted

Focusing on the customer journey is never easy. After all, customers are fickle, transitory, loyal and contradictory. I am somebody’s customer. You are. We are all somebody’s customer. And being a customer is an emotional experience. We buy on whim, impulse or trigger. We may plan, research and save as long as we like, but decisions can be swayed by friends,...

Disrupt Your Strategy – Planning for Audiences not Generations

I have never been a fan of demographic profiling. Sure, this information, at scale, can reveal certain things about a population – and this can be useful to understand whether there might be a connection between our age and (for example) our propensity to over-eat. Or contract disease. Or buy new cars every four years. But populations don’t interest me. They...

Pungent Granularity – Penn and Teller take on the Anti-Vaccination Conversation

Social media has a powerful ability to stimulate and create conversation. But when you are planning your communications, it’s essential to know your audience. And these days, “knowing” your audience isn’t just about mapping, analysing and researching. It’s about understanding their “pungent granularity”. Pungent granularity and the social audience To survive in...

A Minute is a Long Time–On the Internet

They say that a week is a long time in politics. That was certainly the case when there was a “daily” news cycle. Any announcements or revelations needed to be revealed in time for stories to be written, edited, photographs to be prepared, processed and newspapers to be printed. Breaking news was the domain of the more instantaneous broadcasters like radio and...

I’m Just a Little Bit in Love with This

I’m just a little bit in love with a great presentation by Martin Weigel. How to (not) Fail from Martin Weigel I didn’t want to get in the way between you and this presentation – but it’s important to remember that there is a huge perception gap between what WE think consumers want, and what they EXPECT from us. It’s not even that we have to CLOSE the gap –...

Let Your Customers Tell the Story of Your Brand

We have lived for many years with the illusion of control. We believed that we could: Control the experience of our brand Manage the way our brand was represented Dictate the messaging people used when discussing our brand To administer this, and to reinforce our sense of ownership of our brand, we created processes, guidelines and tools of management that...