Never take anything for granted
Marketing is no longer about telling the world how great your products and services are. Marketing is not what you think it is.It is more counter-intuitive than you think. “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.” said the legendarey Harvard marketing professor Theodore Levitt. And actually, we do not…
The less people are experienced in marketing, the more they want to have a say in marketing. Because they believe their “intuition” rocks? Well, their intuition doesn’t rock. Here’s why: a lot of principles in marketing are counter-intuitive to non-marketeers. Let’s look at just one. The BIG LOGO struggle We still see clients asking for a…
Since last Saturday, the nameplate at the top of the Montreal airport terminal shines in alternating red, white and blue. And to underline the importance of ice hockey, the O has been stuffed with the “Canadiens” hockey logo. Gohabsgo ! It is an internal idea, they say. Yes, I can see that from a distance.…
Stories are meant to make an emotional connection with your audience. However, you cannot do so by telling people how great or special your company is. Interesting stories are always about people in the first place. Great stories focus on the future and on what is important to the hearer. They pull people into a dialogue… and are…
Mijn column zoals verschenen in De Tijd van 20 juni 2013 Waar is de tijd van de steeds fout opgeplooide Michelinkaarten die overal in de auto rondslingerden? Ik had er ontelbaar veel. Zoveel dat ik ze op een zeker ogenblik netjes moest sorteren in een bakje in de koffer van mijn auto omdat het handschoenkastje…
If we may believe Matt Warman in The Telegraph today, Google Glass “is the computer that has both excited and worried millions. Forget the next iPad or the Samsung Galaxy S5 – Google Glass is the hottest property in today’s overheated world of technology, despite the fact that almost nobody who is talking about it…
Word of mouth is de snelste en meest persoonlijke vorm van communicatie tussen individuen. We denken aan buzz, consumer-generated content, referrals, social media, brand ambassadors en influencers. Nieuw? Integendeel, word of mouth is des mensen, zo oud als de straat, maar staat weer volop in de belangstelling doordat deze beproefde communicatievorm het ongelooflijke voordeel heeft geloofwaardig…