I've been thinking for many years, althought not a media expert myself, that the only way out for traditional media (vs digital media) is to be customer-centric... In fact, I've been arguing that rather than managing "audiences" (I really think by the way that the term is dull, like "respondents" rather than "people" for market researchers), they should manage, nuture relationship to grow their brands... And indeed they have fantastic brands... The problem is that Press experts may not really know the value of their brands, not from an audience standpoint, not from the dollars it generates in advertising BUT from the customers/readers view point... I guess that one way out is to attract digital marketers to the press industry to help this shift...
The irony is that advertsing agencies that also face the same pain and stress that their clients impose due to budgets cut are now also telling press and media digital people that they should better manage their brands..of course I fully agree but the irony is that it comes from "middle men" that have also facing challengnes to reinvent their businesses by being more customer centric to drive positive buzz for the client's brands... Read the following article from AdAge to see what I mean, Publicis CEO recommending to magazines to really pay attention to their brands... Interesting and funny no?
In the same issue of Ag Age, John King from Fallon recommend advertisers to Build Generous Brands (we may need to be "kings" to share?)... I like the term as it really gets in the bigger question of value creation for brands and companies...It seems that we enetred a period where remarkable brands in the coming yeras that are able to share part of what they create (and their profits) with the communities they serve... This is I think a huge idea that is worth talking, shaping, sharing and putting in action for brands...
Any thoughs on this?
I believe that these pull-ups r for the birds.when a child is being trained,the child must have accidents,to know that they don't like that feeling anymore, so, u teach them,u ask them many times a day,do u have to go potty?asked enough,the child begins to understand,pull-ups r about $,I'm not saying it's all the way wrong,but the child must learn from experience,let them,yes it takes time and care with the child,But isn't that what u wanted,a baby,well they r work,they r all worht it.I never used them,i trained them,i believe it gives them MORE sense of self,just think about it,and if u choose,u may reply,i would be interested in your feedback,cause i know i'm right.
Posted by: Janet Faulkner | 05/19/2009 at 05:53 AM
Interesting Laurent...I think that one of the biggest challenges, in many industries, is not necesarily to create value, but to be able to capture the full value of their brand. Some conjoint analysis would be helpful...interested? ;-)
Posted by: Manu | 05/20/2009 at 07:45 PM