The five pillars of social media optimization
Whether you’re just getting started with this whole social media bandwagon, or you’ve got 20,000 Twitter followers and no idea what to do with them, there are some basic principles that you should know if you want to use social …
You don’t get long walks on the beach with your customers
Brands are complex, but in most cases, consumers simply won’t invest the time required to truly explore and come to understand the intricacies of your business. They’re not lazy or superficial; most brands just don’t provide enough value for them …
Show, don’t tell!
Brand experiences are almost always indirect. You don’t feel good because the brand told you to feel good. You feel good because the brand set up a scene that had the right feel-good elements. Every bank wants to think they’re …
The experience is the product
The failure of most marketing efforts to connect with consumers on an emotional level is understandable; it’s difficult to do it well. If you’re accustomed to simply making claims (“Our product performs 20% better than the competition!”), you’ll find yourself …
Why most marketing fails
Inexperienced marketers tend to fall back on a benefit-focused approach, believing they’ll win customers by listing their virtues (better products, better customer service, technical improvements, etc.). Unfortunately, most practical benefits don’t address the issues that really frustrate consumers: the higher needs …