Time to change your default settings!

A legacy approach might be stifling you, without you even realising it.Best practices may not be that best(or better) at all. In fact there is scope to abandon best practice as the ‘ practice ‘ as it used to exist has changed altogether.

Your current marketing and customer strategies may unknowingly be rooted in old patterns. It may be time for a change.

The purpose of business—creating a customer—and your customers—at a human level—aren’t changing. That, irrespective of all the tectonic shifts happening around them.

But for many businesses, it’s time to make a change toward having a deep understanding of their true purpose and their customers.

The terms consumer and customer are often used interchangeably but they signify very different relationships. Etymologically, consumer stems from a word that means “one who squanders or wastes,” whereas customer stems from a word meaning “a person with whom one has dealings,” with the implication that it is an ongoing relationship.

As Stanley Marcus, of Neiman Marcus, wrote, “Customers are people; consumers are statistics.”

Marketing isn’t about selling to the customer; that’s a byproduct. As the legendary Peter Drucker observed, “The aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy.

It’s the time to break old tendencies. Its the time to be aware, to rebel, to kill old habits and to seek change.

Not changing is a default tendency. Change the default settings!

Does the world need another ad agency?

“The world doesn’t need another ad agency.”
 
Dear Brand Owners & Marketers

It’s amazing how a single tap on the space bar can make such a difference.

Another” is one of those odd English words that have multiple and contradictory meanings. One definition is “being one more in addition to one or more of the same kind,” like having another car payment or eating another piece of pizza (two more things none of us likely need).

But “another” also means “different or distinct from the one first considered.” That puts an entirely different spin on things, and putting a space between the letters underscores the point.

The world rarely needs “another,” but it will always welcome “an other” — particularly in the most mature, crowded and commoditized industries, where sameness leads to staleness.

Time after time, another product or service gets superseded by an other product or service, making our lives more pleasant, more efficient, more productive, or better in a host of additional ways.

Seeking “an other” is a good strategy to keep pace with the inexorable march of creative destruction. In the marketplace, what is, will not always be, and what is to come, has not always been. The task of strategists is to be agents of creation rather than victims of destruction. Our challenge is to pursue the new and unproven even as we preserve the existing and profitable.

Unless you can ensure your company, brand or service is continually and legitimately “an other,” it’ll end up becoming just “another.”

We are tribal by nature. Human beings have evolved in that fashion. Therefore the ‘ herd mentality ‘. Yes, we have heard that before. And this as well. Birds of the same feather. Flocking together. Which leads to the SOS factor: Sea of Sameness. What makes you distinct? What makes you unique? There is comfort in fellowship. There is comfort in companionship. But, the real magic happens outside the comfort zone.

Are you up to the challenge/opportunity?  We at ISD Global(https://bit.ly/2riIk7l)  are and looking forward to it.

Ends

www.groupisd.com/story

www.brandknewmag.com

 

Needed: A Bias for Action!

Needed: A Bias for Action!
A small tweak, with due permission from Issac Newton ” every action has an equal and opposite action “.
We assume that enterprise excellence is something that we can define, analyse, plan for and them maintain in perpetuity. With every turn of the business wheel, we fancy that we now understand the One & True Lasting Thing that will distinguish a good idea from a bad one, a winning strategy from a dud.
Indeed, we labour still under the delusion that the key to winning is….the right strategy. But, what we have to learn is that ‘ excellence ‘ is not something that we can ‘ envision ‘ or  ‘ plan ‘ aheadWe create it as we go along. Then blow it up, and start anew.
Simply put, the search for excellence is…never-ending, ever-shifting. How do we ‘stick to our knitting‘ when one form of ‘knitting‘ after another unravels? You are sprinting, only to be standing in the same place.
The absence of a bias for action remains the biggest problem for large organisations. They simply Think too much. Plan too much. Meet too much. And accomplish too little.
It is an Age of Perpetual and Accelerating Transience. ” Permanence ” is a myth, it is dead. All the basic principles of business are up for grabs. We have got to play as it lays. We’ve got to make it up as we go along.
A little bit of re-emphasizing here: Of course we need Analytics(Desperately). Of course we need some Metrics(Desperately). We need to understand the power of Data(Desperately). But, like All Good Things, ..the ‘ analytics ‘ and ‘ abstractions ‘ have come to subsume the Real World of the living, breathing, emotional, complaining customer.
Companies would be extra keen to re invent their way of doing business. And there is an increasing need for a new breed of intellectual capital to make that happen.
At ISD Global we are getting ready to throw our hat in the ring. Are you biased for action?
ENDS
 
 
www.brandknewmag.com
 
www.groupisd.com/story

The CMO’s wish list for 2018: An evolving list…

A lot of us are now on the drawing board mapping out ways to get better in 2018. The fundamentals are not going to change- reach, connect,engage, influence, transact and all of that- but what could we do to better stimulate the landscape as we get set to welcome and take on the New Year. Here’s a partial(and ever evolving list):-

a) A new BHAG of tricks: Nothing brings together a team like a BHAG — a Big Hairy Aggressive Goal —without enough time to deliver it. Backs to the wall brings out the best in us!

b) Am not alluding to the fact of disrespecting the organisation chart but don’t obsess over it on paper.Instead, get the right people, the right goals and vitally, the right trust in place.

c) And for all the HeRoines and HeRoes in HR, recruit with an immersion, not just an interview. Align passion with goals.Basic, yes! Hire marketing leaders with general management skills to ensure results exceed individual contribution.

d) When things are working well, that is the best time to deconstruct your strategy and try new things.

e) If you are in a new category where your customers need a lot of education and support, your organisation needs to be built around education first and products second.

f) Extend your approach to marketing beyond “getting a message out there”; focus on building trust.

g) Don’t overcomplicate marketing. At the end of the day, it’s still marketing: Market Research, Content, Sales enablement, Awareness, Demand generation, Partnerships, Customer retention.Customer advocacy.

h) When you’re the underdog in your industry, hire people with the DNA to creatively leapfrog the competition, not follow the industry norms. You need to have your Purple Cow(fantastic book by Seth Godin).

i) Own marketing across the organisation. Don’t be afraid to integrate marketers into other parts of the organisation, but always have at least a dotted line back to marketing.

j) Don’t be afraid of data and machine learning. The time is now to put all that data to use to solve the problems humans simply can’t and further the industry. The key is to leverage them as part of your team, not external resources. Data is the (K)new oil as they say! The transition even amongst large enterprises hitherto involved ion B 2 B marketing is happening towards a B to I space(Business to Individual).

k) The best marketing combines data and storytelling. It gives you a way to appeal to the emotional side of people. The Unique Feelings Proposition is what brands need to go after!

l) The future of marketing is in the CeX(Customer Experience). Success comes from knowing your consumers’ passions, being innovative in the way you engage them and having a team that collaborates across all aspects of the customer experience delivery. For consumers, the thrill and purpose of experience has replaced the earlier compulsion for ownership. So ride the opportunity.

m) Marketers will know that The Future of Advertising will be a thing of the past. So, re invent, re engineer, re boot and re calibrate! There is a new customer segment: the Customer Segment of 1. Get ready to reach out to them. Address mindsets, not demographics!

n) As we are all agreeing these days, digital is just as much marketing as marketing is digital. So the two roles have combined, and how! It’s a tell, tell, tell, digitell world.

o) Brands and marketers will recognise the immense power of Transparency and how consumers warm up to brands who are not afraid to stand in their own truth. In a Post Truth world, The Future is Transparency!

Marketing has the power, and responsibility, to inspire the whole company, not just customers. Marketing also has the power to be so much more than the “make it pretty” department.It has the imperative to inspire everyone in the company, not just the people who touch the product.So, let us know our rockets from our launch pads.

For inspiring quotes and actionable intelligence from brand owners and marketing champions, please check this link http://groupisd.com/isd-brochure/

ENDS

www.groupisd.com

www.brandknewmag.com

Image Courtsey: Search Engine Journal