"Don't let your special character and values, the secret that you know and no one else does, the truth - don't let that get swallowed up by the great chewing complacency."
You should keep that thought squarely in mind while creating your brand. It will make your audience feel special . . . unlike the complacent masses. Dave Norton, V.P. of Experience Strategy and Research for Yamamoto Ross wrote: "It's almost as if we need to reinvent marketing so that the purpose isn't just to make selling superfluous (one of Peter Drucker's definitions) but to produce experiences that consumers value."
"Creating cultural value, content, and experiences requires companies to think about marketing in a new way . . . beyond just promoting your wares. It's about using your marketing dollars to produce the types of experiences that really matter to consumers."
"If you can rethink how you measure marketing success, move beyond measuring how much awareness is generated to how brands innovate to create the experiences they promise, then the possibilities explode in every medium."
Posted February 17, 2005
Email this post
TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d8341c684b53ef00d83442b50053ef
Listed below are links to weblogs that reference Aesop on being special:
The comments to this entry are closed.
(Rest assured, we will never provide your email address to anyone. Period.)
RSS feed
Tom on Twitter
@tomasacker
Tom is timely, thought provoking and all about the new brand vision packaged as a Seinfeld stand up. I went to school on his ideas.
Jeff Taylor, Founder, Monster.com and CEO, Eons.
When Tom Asacker writes, I read. Opportunity Screams is the right message for the right time.
Tom Peters
Great stuff Tom
Customer satisfaction is old hat, delighting your customer is old hat ...
The new langauge to our customers has to be has to be ...
DID WE MAKE YOU FEEL SPECIAL?
Trevor
Posted by: Trevor Gay | February 17, 2005 at 07:54 AM