Comments on: Brands facilitating value http://geoffnorthcott.com/blog/2009/01/brands-facilitating-value/ brands x culture x communication x magick Sat, 31 Jul 2010 01:28:57 +0000 http://wordpress.org/?v=2.7.1 hourly 1 By: Geoff Northcott http://geoffnorthcott.com/blog/2009/01/brands-facilitating-value/comment-page-1/#comment-1848 Geoff Northcott Mon, 19 Jan 2009 23:20:55 +0000 http://geoffnorthcott.com/blog/?p=188#comment-1848 Hey guys, thanks for the comments. Leland, I think you're right about the goal being "sell more coke", that's hasn't changed. But in the past you sold more coke through advertising. Traditional advertising as the sole or primary means of achieving sales of products is a model that is increasingly looking fundamentally broken, and so the question becomes what you replace it with? If you can make the argument that the things of value that you create for your customers give you a competitive advantage, by growing your customer base, deepening relationships, influencing purchase decisions, etc, then you can make the case that you influence sales. So you are supporting the ultimate goal of selling coke, you are just doing it in a different way than by spamming people with awareness-based messaging. I agree it's going to take some time, but I believe this year is going to be a step in the right direction, regardless of the economy. People will find inventive ways to create influence, and that will make news. And as Dino says, that'll give us a whole new set of examples to list. Doesn't hurt to try anyway :) Cheers, -g Hey guys, thanks for the comments.

Leland, I think you’re right about the goal being “sell more coke”, that’s hasn’t changed. But in the past you sold more coke through advertising.

Traditional advertising as the sole or primary means of achieving sales of products is a model that is increasingly looking fundamentally broken, and so the question becomes what you replace it with?

If you can make the argument that the things of value that you create for your customers give you a competitive advantage, by growing your customer base, deepening relationships, influencing purchase decisions, etc, then you can make the case that you influence sales. So you are supporting the ultimate goal of selling coke, you are just doing it in a different way than by spamming people with awareness-based messaging.

I agree it’s going to take some time, but I believe this year is going to be a step in the right direction, regardless of the economy. People will find inventive ways to create influence, and that will make news. And as Dino says, that’ll give us a whole new set of examples to list. Doesn’t hurt to try anyway :)

Cheers,
-g

]]> By: dino http://geoffnorthcott.com/blog/2009/01/brands-facilitating-value/comment-page-1/#comment-1846 dino Mon, 19 Jan 2009 17:18:05 +0000 http://geoffnorthcott.com/blog/?p=188#comment-1846 great post geoff. i really believe that a year from now we'll have a lot more examples than the amazing ones you list here :) d great post geoff. i really believe that a year from now we’ll have a lot more examples than the amazing ones you list here :)

d

]]> By: leland M http://geoffnorthcott.com/blog/2009/01/brands-facilitating-value/comment-page-1/#comment-1824 leland M Mon, 12 Jan 2009 15:33:10 +0000 http://geoffnorthcott.com/blog/?p=188#comment-1824 Hi Geoff, Nice collection of examples. You're right: We're very much at the tip of the ice berg. The "make and deliver" paradigm that companies and ad agencies live in is hard to step out of. The tough part is that "Creating value for customers" is not what most company employees care about. You know what the number one criteria at Coke for receiving a promotion is? "Sell more Coke." People are rewarded for moving product. And, because that is their yardstick, that will be all they care about. This is a fine view, after all companies have to sell products, but focusing on "more of my product in the customer's hands," often blinds people to a greater goal that can, if reached or attempted, will lead to more sales. (IMHO, in many situations, not all, i think "sell more of the product," is a red herring goal.) Until more corporate leaders focus their employees on and reward them for creating "real customer value," and not "just moving product", these ideas of facilitation will meet much hesitation and skepticism. Like you, I hope this year will be step in the right direction. Hi Geoff,

Nice collection of examples. You’re right: We’re very much at the tip of the ice berg. The “make and deliver” paradigm that companies and ad agencies live in is hard to step out of.

The tough part is that “Creating value for customers” is not what most company employees care about. You know what the number one criteria at Coke for receiving a promotion is? “Sell more Coke.” People are rewarded for moving product. And, because that is their yardstick, that will be all they care about. This is a fine view, after all companies have to sell products, but focusing on “more of my product in the customer’s hands,” often blinds people to a greater goal that can, if reached or attempted, will lead to more sales. (IMHO, in many situations, not all, i think “sell more of the product,” is a red herring goal.) Until more corporate leaders focus their employees on and reward them for creating “real customer value,” and not “just moving product”, these ideas of facilitation will meet much hesitation and skepticism.

Like you, I hope this year will be step in the right direction.

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