The fundamental message of marketing must change from "we want your money" to "we share your interests".
Jeff Jarvis • WHAT WOULD GOOGLE DO
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The fundamental message of marketing must change from "we want your money" to "we share your interests".
And so, the balance of business expenditures shifts from product research to market research. The television commercial has oriented business away from making products of value and toward making consumers feel valuable, which means that the business of business has now become pseudo-therapy. The consumer is a patient assured by psycho-dramas.
Neil Postman • Amusing Ourselves to Death: Public Discourse in the Age of Show Business
In a world where it’s easy to be cheaper and faster than the competition, we now recognise the limitations of attention and the power of affinity. Humans are wired to do what feels good, and what feels good to customers right now is to use their choices and purchasing power to support the building of
Bernadette Jiwa • Story Driven: You don't need to compete when you know who you are
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Philip Kotler • Marketing 4.0 (Versión México): Transforma tu estrategia para atraer al consumidor digital
the team promoted a customer and market-centered point of view, not just one about their product.
Martina Lauchengco • Loved: How to Rethink Marketing for Tech Products (Silicon Valley Product Group)
The problem is that within many conventional retail organisations, the term “content” is conflated with advertising. To wit, I’ve even seen entire brand YouTube channels that contain nothing more than a company’s TV ads. And while it is true that fashion brands like Chanel and Burberry, for example, long ago began to think more like media companies
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