The quest for brand or customer ‘loyalty’ is one of a number of examples of what we could call faux marketing. Faux marketing adopts all the trappings of real marketing, so it looks like the real thing. But underneath the surface it’s doing something entirely different. It uses the terminology, concepts...
Marketing’s situation with metrics has an analogy with the metrics turmoil currently embroiling physics and astronomy. Back in 1998, cosmologists realised that 75% of the universe is made up of something their measuring instruments had never measured before: dark energy. Writing about dark energy, Scientific...
Commenting on my last post on ‘stimulus-response’ Andrew Weir says: “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...
So here’s the agenda for reinventing marketing I promised a while ago. First off, we need to recognise the core. Organisations apply knowledge and resources to supply individuals with products and services that are better quality and/or cheaper than these individuals can provide for themselves. This...
The alternative to ‘ stimulus-response ’ is to assume that, generally speaking, individuals buy and use marketing as they do any other product or service – when it adds value to them … and they ignore marketing that doesn’t add value. That begs a load of questions, especially questions relating to ‘what...
The big assumption behind stimulus-response marketing is that all the power rests with stimulus (and the stimulator), and that the response is just an automatic by-product of the nature of the stimulus. In other words, the responder doesn’t really have much say in the matter. To see the flaw with ‘stimulus...
Economics is the last leg of our reinvention trilog y. Traditional economics frames the central problem of economics in terms of purely bilateral exchanges between ‘rational’ buyers and sellers exchanging money for tangible goods in markets which are always naturally tending to equilibrium. This perspective...
The way I’ve been talking in some of my previous blogs you may be forgiven for thinking I’m against any sort of marketing campaigns. Not at all. Hopefully, the point I’m trying to make is a tad more subtle: there’s a big difference between those campaigns that boil down to mere bag punching, and those...
If I’m on to the right track about Punch Bag marketing , a couple of implications follow. Here’s one of them. Imagine two alternative scenarios. Under the first scenario you devote your core resources and attention to moving your base (i.e. your core operations, culture etc) towards the customer. Because...
OK. I’m still banging on about the persuasion paradigm (I’ll get beyond it one day. Promise). The persuasion paradigm is the erroneous belief that good marketing is about changing customer attitudes and behaviours. I’m banging on about it because it reaches far deeper, with far worse consequences, than...
