Archive for January 2009
Carmakers need to let go of their musty business models and start thinking like 21st century companies—like Google.
Blue Thinking is the antidote to Green. It doesn’t go away and it’s not a project with a budget. It is the next generation of thinking emerging from the heart of brands embracing sustainability as business strategy and a driver for innovation. It’s not a green consumer story or marketing idea, not a single product innovation, not one change in the supply chain (but instead many), and nor is it a disconnected concept that should be applied to business because climate change has come upon us. Instead, it is transformational innovation.
"The fruits are in the roots." This is a key concept in the M.B.A. course I teach at Emory University's Goizueta Business School. In class, we explore the soulfulness of organizations -- how to discover it, harness it and profit from it. President Obama's inaugural address is a primer on this subject as well as an important lesson for marketers who believe our industry could do better. The president believes that going back to our fundamental truths -- our soul -- is indeed what propelled our nation to greatness.
Marketing expert David Aaker argues that to succeed in today’s global arena, marketers must learn to appeal to consumers whose interests transcend individual products and regions.
In this adaptation from Hayagreeva Rao’s book, he explains the role of activists in making or breaking new markets, products, and services.
Brothers and sisters, we are gathered here today to mourn the death of Story. As you may have heard, it's kaput—or, at the very least, terminally ill, wracked by videogames, wikis, recaps, talkbacks, YouTube, ADD, and the rise of a multiplatform, multipolar, mashup-media culture.
Has there ever been more urgency for corporations to ditch the greed and embrace generosity? It's something that countless individuals have already started doing, of course: giving is the new taking, and sharing is the new giving.
Virtual reputational economies show that reputation can be gained, lost, traded, protected, and shared, all in property-like fashion, without regard to whether it has independent economic value. In other words, reputation is not merely valuable; it is the new New Property.
When The Wizard of Oz goes from black-and-white to color, the story springs to life all the more vividly; extraordinarily. In the eyes of today’s audiences, many companies’ stories, images and messages are missing a richly individual character: a truly distinctive color, contrast, aura, personality.
The goal is to create a product that people love. If people love it, they'll forgive a lot. They'll talk about it. They'll promote it. They'll come back. They'll be less price sensitive. They'll bring their friends. They'll work with you to make it better. If you can't do that, though, perhaps you can make your service or product less annoying.