Reinventing marketing - All Comments

re: Are you a faux marketer?

Alan Mitchell — Thu, 19 Nov 2009 15:05:19 GMT

HI Tod, I don''t think it's just a bad hair day. What I'm suggesting is that there are many concepts and theories in marketing which have become so familiar that we feel we understand them as soon as we hear them: 'loyalty', ''differentiation', 'brand premium' for example. If we dig a little deeper, however, they create all sorts of inconsistencies and contradictions. There's a big difference between trying hard to do the right thing and not succeeding, and trying hard to do something that turns out to be the wrong thing. With these concepts, I suggest we are actually trying to do the wrong thing.

re: Are you a faux marketer?

Tod Norman — Thu, 19 Nov 2009 10:21:37 GMT

Sounds like a bad day, Alan. Using the same logic, faux could be applied to almost anyone and almost anytime: government, religion, healthcare, most relationships, almost all conversations. If 'faux' applies to anyone not living up to the ambitions, aspirations, and values they aspire to. Remember St. Paul: 'The good I would I do not'.

Are you a faux marketer?

Reinventing marketing — Thu, 19 Nov 2009 07:41:18 GMT

The quest for brand or customer ‘loyalty’ is one of a number of examples of what we could call faux marketing

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Mon, 16 Nov 2009 20:45:24 GMT

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re: Building our own Berlin Walls

Alan Mitchell — Mon, 16 Nov 2009 18:56:25 GMT

Hi Mark, Thanks for your interesting comments. I think there are clearly brand preferences in the car market, and customers you prefer to deal with dealerships that treat them well rather than badly. But I'm not sure that that's the same thing as 'loyalty'. I loved your comment 'I'll stay ifyou treat me like a human being as opposed to prey'. I suppose what I was trying to suggest in my blog is that the metrics which organisations use to judge success often encourage 'prey' treatment rather than 'human being' treatment - and these metrics have dogged the 'loyalty' movement right from its inception.

re: Building our own Berlin Walls

Mark Griffiths — Mon, 16 Nov 2009 10:27:01 GMT

There is obviously loyalty in the car market, but, in my experience, it depends on the dealership. Had three VWs on the trot, until they took me for granted and put themselves first. Went to Toyota, but I've just swapped brands again. Great service. The best I've ever had. However, when it came time to get the next car, they too took me for granted, came on too heavy, made like they were doing me a favour, dissed the competition, tried to do my thinking for me, effectively pushing me out of the door. I went to Honda across the road and got exactly what I wanted. They have a reputation for good service, too. I'll stay, if you treat me like a human being as opposed to prey.

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Wed, 11 Nov 2009 14:52:53 GMT

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re: Why CRM can never work

CRM Software — Mon, 02 Nov 2009 06:02:43 GMT

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re: The metrics muddle

ekaterina agarunova — Sat, 17 Oct 2009 07:32:19 GMT

Alan,

Thank you very much for a great view on the current metamorphose marketing is going through.

Catherine

The metrics muddle

Reinventing marketing — Tue, 13 Oct 2009 07:41:59 GMT

Commenting on my last post on ‘stimulus-response’ Andrew Weir says: “In my humble view marketing should

re: How wrong can we get?

Andrew Weir — Mon, 12 Oct 2009 20:13:36 GMT

Hmmm..In my humble view marketing should focus on delivering great brand experiences (experience of a product, service, brand) as well as brand promises (stimulus-response?). It is vital that the promise matches the experience (alignment). I think the really smart marketers understand that by delighting consumers (by exceeding their expectations) they will win. ie Amazon, Zappos, etc

re: How wrong can we get?

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