“If you are not a brand, then you are a commodity. Then price is everything and the low-cost producer is the only winner”.
This great quote from Philip Kotler at Kellogg School of Management should be top of mind in almost every business at present. When times are tough we naturally shrink a little. We curb our spending. Expect more for less. We pass on the angst and the pressure to our suppliers and contractors. But this process is a transactional process – it is not relational – it is typically what we would call “not personal” (as in “you didn’t get the business, sorry. It’s not personal”).
But in the business life of a brand – “personal” is EXACTLY what you want. You want to transform the transactional nature of your business so that every purchase decision that your customers make becomes PERSONAL. And this means trust. It means being social – and helping to facilitate social judgement.
It is the link between the potential of social media and brands – and something that I think, comes across clearly in this eBook by Idris Mootee. As Mark Hancock says, “it’s required reading”.
3 thoughts on “60 Minute Brand Strategist – Limited Edition”
Love their take on branded entertainment, particularly the fact that Parisian newspaper L’Equipe started the Tour de France to increase circulation!
Shame the font size is often so fashionably small. Even on my 30 inch HD display I had trouble reading it in full screen. It must be nothing but grey fuzz on your tiny little Dell notebook.
Impossible to even contemplate on the Dell … but still bad on my desktop machine. I was actually hoping there would be a download available – but alas, not (yet).
People don’t buy rationally. People buy emotionally. The new internet network marketing system attraction marketing, which is being tapped by social media, helps you develop personal relationships with your existing clients and become a person of value, so that they have the underlying feeling of attraction and want to come back for more. Tthe combination of internet network marketing and social media is a perfect attraction marketing strategy to establish your presence in a number of different places on the Web and reach potential customers anywhere in the world.
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