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...
I’ve written about ‘the consumer decision-making revolution’ in today’s issue of Marketing magazine . If you’ve read my previous articles, I hope you’re beginning to get the picture. Information-flows (top down or bottom up?), metrics (are we measuring successful ‘influence’ or ‘alignment’), consumer...
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...
OK. This is a real biggie. It’s about an error – a misperception – that pervades everything marketers do: their beliefs about how marketing works (and therefore what they are trying to do when they do marketing), how they seek to do it, and how they measure success. What’s more, like the evidence of...
I tried to do a summary of what the long-term effects of new discoveries in psychology might be on marketing here . If you're busy, I've also done a quick 8-point summary . The bottom line is very simple. There are lots of people out there touting the belief that, at last, companies are on the...
From what I can see, there are two very good ways of getting lost in the maze of psychology and human decision making. The first is to accept, at some level or other, the insane delusions of ‘rationality’ as invented by the economics profession. I say ‘at some level or other’ because many people dismiss...
A number of people have asked me what I read as background to my Marketing article on ‘predictably irrational’ consumer decision-making. Aside from various interviews I’ve done over the years, here is a list of the main books I’ve read in this arena. The first two books are game-changers in my view ...
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...
I wrote today in Marketing magazine about discoveries in psychology that are revolutionising our understanding of human decision-making. Many marketers are seizing upon these findings as grist to the mill of marketing’s prevailing persuasion paradigm . I think the opposite is true. As we dig deeper,...
OK, rant about marketing fads over. The point I’m really trying to make is that online social networking is just one small sub-set of a vast new continent of possibility: Volunteered Personal Information (VPI). It’s the big picture of VPI, not just one small part, that marketers need to get to grips...
