[Patrick Carmody] YAY, ANOTHER ACRONYM! Heck, I know, but here goes: so ZMOT is a term coined by Google and it refers to the actions we take once we have been stimulated to act by marketing stimuli.
[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?
[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] If this statement rings true after your brand name, you have a holistic approach to brand-building.
[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.
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