Nov 6, 2012 | Branding, Communication, Marketing
Red Bull founder Deitrich Mateshitz deliberately priced Red Bull, the fizzy, nasty tasting tonic imbibed by would be racing drivers, balloonists, and skateboarders because” it makes them fly,” at 4 times the price of a can of Coke, so no comparison would be drawn by consumers.
When you compare the price of a cup of coffee from a bottle of instant coffee, to a cup made from one of the new “pods” that are around, you are not comparing price, the first is a couple of cents, the latter closer to a dollar, you are comparing the cost of a coffee pod to the price of a coffee in the local café of $3.50, so 0.80 seems to be a pretty good price. Rory Sutherland uses this coffee metaphor beautifully to make the point.
Similarly, a drink of water at home has little value, but try getting a drink when lost in the dessert, that’s when a cup of water really has a value.
To consumer marketers struggling with the commoditization of markets, and bricks and mortar retailers battling on line retailers, the key to success is to differentiate, to manage the context in which your product is seen, and to back the differentiation with absolute determination to ensure it remains relevant to consumers.
Nov 4, 2012 | Communication, Social Media
Mitch Joel writes one of the more thoughtful blogs dealing with the changes in our digital environment, he seems to be able to articulate what others amongst us just feel as a vague itch.
In this post, from 2011, he considers the implications of us now all being publishers, what responsibilities do we undertake, and how can we do better? After all, 140 characters does not constitute an article of any real value.
Similar questions, and a number more, were asked by Mark Colvin, Colvinius on twitter, during his Andrew Olle lecture on Friday evening.
Essentially, the publishing environment has undergone a huge disruption, and there is more coming. How we deal with the changes, personally, socially, and economically impacts on every one of us, so it is worth some thought.
Colvin is a great Australian journo, wedded to the facts, yet able to mix the facts with a humanity that is all too rare, as he explains and reports. Thanks to the wonders of our new digital world, his thoughts can be shared, and re-shared, and we will all grow just a bit as a result.
Thanks Mark.
Nov 2, 2012 | Change, Collaboration, Social Media
I have a new email address, one that allows me access to an enterprise social network, run off the “Yammer” platform that has been deployed by an occasional client.
This is an innovation that will turn the time people spend on their social networks into hugely productive time for employers.
The client concerned has a far flung empire, not big, but very spread, delivering a specialised service. Last week they urgently needed someone with an unusual skill to address a crisis in a client factory, a skill that up to now may have taken weeks to identify, if it was around. Instead, the engineering manager stuck the request on their yammer network, and it took minutes for a young engineer in Perth to respond, he had skill required, developed with a previous employer.
The opportunity to use internal social media, Yammer, Chatter, the Salesforce.com equivalent, and others, is opening a door to collaborative work such that we have brely dreamed about before. Forget the complicated, time consuming, and mostly wasted project update meetings every second day, replace it with a daily SM update, create forums to address problems and spread news and ideas.
This is not just socialising business, this is a revolution in cross functional/geographic collaborative management.
That’ll scare some folks!
Oct 31, 2012 | Social Media
Mike Stelzner’s “Social Media Examiner” on line magazine, rather than blog, is about the best of a good bunch of sites that offer insight to the blogging process.
These 21 tips, assembled from a group of pretty smart operators are gold.
Thanks Mike!
Oct 30, 2012 | Change, Innovation, Operations
Remember when there was a market for only 5 computers in the world, then a few thousand appeared in governments, huge corporations, and a few big R&D labs, then suddenly along came the PC, and there were millions of them in our homes, then hundreds of millions of “devices” in our pockets, seemingly almost overnight?
It is happening again.
Coming to a desk near you is the personal machinist, the 3-D printer that will do for small scale manufacturing what the PC did for personal information management and communication.
This post from Mitch Joel has a link to a video interview of Chris Anderson on his new book “Makers – The new industrial revolution” which should blow away a few intellectual cobwebs.
Theo Jansen whose Kinetic models have been a youtube hit has had miniatures produced, working models of astonishing intricacy produced by Shapeways technology, one of the revolutionaries.
This stuff is coming to a desk near you, soon, and the only limitation is your imagination.
