I hope everyone is having a productive summer! I am keeping busy with a few speaking engagements- notably the Canadian Consumer Insights and Trend Spotting Conference August 14 and 15th in Toronto. I hope to share some of what I have learned building an Innovation Process at the Toronto Board of Trade to leverage the work we did on getting deep customer insights from our members.
A week or so ago some colleagues and I were having a discussion about transparency. No not the transparency associated with clean windows, but more around how corporations interact with their customers. Not always an easy topic to discuss because most corporations guard their external profile with care to keep a consistent message lest customers get confused and disoriented about the goals of the company. But these days as so many people with a PC have access to reams of information on every available topic, it becomes difficult to separate what the 'official' postition of the company is from what is being written about them by customers and others. A case in point is illustrated by Dell's struggle to be
A quick word on Word of Mouth Marketing Voice is tied to relationship. It works according to clusters- sticking together. Now this type of information can spread even faster online. The key is that you have to have something that your users care about- they must love the product It must go beyond reason; almost a religious interest like the Firefox versus Microsoft fervour in the browser wars (Part 2). You have to use storytelling, what people want to hear more of. Now all this cant exist in a vacuum; yu have to have a great product and be able to build awareness and excitement. In fact the move Crouching Tiger did this to great effect by creating exclusivity in