Speaking of trust, between a corporation and consumers, one of the earliest controlled version of ‘outsourcing’ it was celebrity endorsements. I use ‘controlled’ because organic WOM is not really in the corporation’s control. Though it is still in vogue, the credibility is possibly dented thanks to abuse by the endorser, the endorsed and a media […]
Twitter’s event based hashtag pages (as opposed to brand based) made me think about brands as experiences. In another era, the ‘experience’ was restricted to a limited number of media vehicles (and I include non-social network WOM too) and the actual touch-feel, pre or post purchase, including retail outlets. But times have changed – social, […]
Google’s Project Glass demo was the best product demo I’d ever seen. The sheer possibilities with such a device was amazing, but in essence, it was the theatrics that impressed. Everyone I shared it with shared it on. It made me think of the concept of a viral. From many murmurs I have heard around […]
When I read this post on how Starbucks was turning itself into a tech company and how it is increasingly using digital tools to interact with consumers to adapt to the ‘seismic shifts’ caused by social, mobile etc, I was immediately reminded of two things – its aim to appropriate the ‘third place‘ (Read para […]
Last week, I read a profoundly insightful post at Gaping Void, titled ‘On Mastery‘. The post seeks to answer (in Hugh’s own words) ““Success”. What does it take to be successful, prosperous, happy, have a sense of purpose etc? What does THAT actually look like?” The answer, according to his post, is mastery. (do read his […]