Tuesday, October 20, 2009

It's not about fighting or controlling

Tools like Google Sidewiki are helping transform the marketplace into a meritocracy. You can't fight or control a meritocracy. As a marketer, your job now is to help it do its thing. Job one is to make sure your product is great and the user experience nothing short of fantastic. Once you nail that, find your enthusiasts - reward them and give them the tools to share. Find those who do not love you and convert them. The meritocracy can help you if you respect it.

Friday, October 9, 2009

Hell's fury - avoidable

Joseph Jaffe launches into a fairly amusing rant today (Hell hath no fury like someone who's credit card hath been declined). Once you get through the apoplectic part, Joe makes a razor sharp observation about the damage caused when the ads run by American Express conflict with the way the company treats its customers in real life.

Interestingly, Mr. Jaffe is not bent out of shape so much over having his credit limit halved but how the brand did and did not communicate in this time of transition. Amex could have done a few inexpensive things (like reach out with preemptive text or phone call warning that he was reaching his limit) that might possibly have made Joe a more loyal customer. But now he's mad as hell and going for the jugular on this. Let's keep an eye on how many people visit his site, see this video and read his tweet.

In today's transparent marketplace (where everyone has access to YouTube), the way a brand treats its customers is a more powerful driver of brand awareness, affinity and most importantly trust than any ad. Do you think the Amex marketing people should invite themselves to the next operations meeting?