Patrick Carmody is head of strategy at Thumbtribe (www.thumbtribe.co.za; thumbtribe.mobi; @thumbtribebiz) and spent 12 years at leading communications agencies in South Africa and the UK. His interests lie in local/mobile/social innovation, user-experience design and systems-driven leadership.
Email him at and follow @paddycarmody on Twitter.
[Patrick Carmody] What do McDonalds, my favourite restaurant, Woothemes and Audible.com have in common? They all offer excellent service in their respective categories and 'customer expectation sets' and they all contain the offering, thereby limiting the chances of pain points in the customer experience.
[Patrick Carmody] As a brand leader do you have a map of your optimal brand experience? Does your team have an ideal vision for each part of your brand experience? Do all of the 'shapers' of the brand experience understand the part that they play in executing against this vision?
As far as customer service and call centre environments go it is used but should be acknowledged at a more holistic level. Very tough to get it right - I like the look of the customer journeys model :)
[Patrick Carmody] In the words of Seth Godin,a lot of marketing these days looks like a meatball sundae, with your core offering being the meatballs and the topping being blogs, twitter, viral ads and product placement. Doesn't anyone feel the need to get back to basics?
[Patrick Carmody] Gather around, adfolk, this is big. We gonna be changing some of our adspeak now. Seeing that the concept of brand is far too veiled in mystique and jargon, let's try this. Let's drop this word brand and start talking about experience for staff and customers. Everything visual we can call visual identity design.
[Patrick Carmody] On an infamous Friday in 1993, Marlboro rocked the business world by slashing the price of its premium brand - a mini-crash ensued as all brands were suddenly deemed brittle. ‘Marlboro Friday' has since proved to be a wobble rather than a seismic shift as brands have continued to command healthy and often increasing profit margins over a sustained period. The recent launch of search engine Cuil (28 July 2008), although seemingly innocuous, again raises some Marlboro Friday-type questions around the value of brands, this time in the Web 2.0 economy.