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January 26, 2005

The Connection Age

Learning_curves
Don't do! Be! Reaching customers in the Connection Age (.pdf). Dat is de titel van een interessante publicatie van Brandchannel geschreven door Ray Podder. Als de macht steeds meer bij de klant komt te liggen en steeds meer interactie wil, hoe zit het dan met de marketing? Kunnen we als 'producent' nog wel vooruitkijken, plannen, organiseren? Deze publicatie brengt dit in een aantal onconventionele gezichtspunten onder onze aandacht. Enkele uitspraken:

- There are no more consumers.
- Relationships are situational.
- Ideas are the new things.
- Control is an exercise in futility, and loyalty is an illusion.
Retail_opportunities- Innovation is closest at the edges, not from the center.
- Opportunities are real. Efficiencies are meant for machines.
- Living with ambiguity, paradox, and multiple things simultaneously.
- Value is in abundance not scarcity.
- Scarcity is found in both situational and shared human values.
- A brand is no longer the packaging of an idealized expectation, but rather the continuous improvement to be that which is expected.
- Don’t plan and expect an outcome based on reason
- Be many things at once.

Op MarketingFacts schrijft Marco ook over enkele ideeën van Ray Podder.


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