Imagine for a minute that you're on a charge to make your company -- or your product, or your Web site --increasingly customer-centric. So you have a company-wide kickoff to rally passion around the customer....

Continue reading "The Power of Personas" »

Posted at 6:42 AM | Permalink | Comments (7) | TrackBacks (0)

Whirlpool has just launched an effort to pull together single men and women, especially second-time singles (a new-to-me term, otherwise known as divorced) and singles over 30, around their brand....

Continue reading ""'Washer' Seeks 'Folder' for Walks on the Beach..."" »

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It has been announced that Google will power XM Radio's commercials, giving AdWords clients the ability to target XM's customer base with ads....

Continue reading "Google Helps XM Radio Target Ads" »

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Mary Minnick, the relatively new CMO of Coke, likes to talk about 10 primal "need states" (e.g., hunger and thirst, health and beauty, etc.) in understanding the triggers around a customer purchasing one of Coke’s products, according to an interesting article I read in in BusinessWeek this week....

Continue reading "What Are Their “Need States"?" »

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Last weekend I had three different kinds of interactive experiences. In each of them, I acted like three different kinds of people (more accurately mindsets)....

Continue reading "Navigators, Explorers, and Engaged Participants" »

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I recently got back from the Kid Power conference in Orlando where I chaired two tracks: the “TV, Internet, Mobile & Beyond” track and “Promotions” track, respectively....

Continue reading "A Brave New Buzz" »

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Yes. Let’s call human beings people. But let’s also get a little more specific...

Continue reading "It's All About the Custoconsumuser" »

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When was the last time your marketing plan looked anything like this...?

Continue reading "Not Your Mama's Marketing" »

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Isn't micromarketing just marketing but smaller and targeting fewer people? Short answer no...

Continue reading "Moving from Mass Market to the "Massive Market"" »

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Isn't micromarketing just marketing but smaller and targeting fewer people? Short answer no...

Continue reading "Moving from Mass Market to the "Massive Market"" »

Posted at 11:12 PM | Permalink | Comments (0)