Marketing | VirtualSanity

The B2B true customer centricity looks at the consumer and not only at the customer

30-40 years ago or so marketing gurus such as Philip Kotler already pointed out the importance of customer centricity. However product development has mainly been driven by technology and the role of marketing was merely to “create the need” to match the company’s products.

But time has proven Kotler and friends right, and business development is [...]

Company karma and branding

guardian.co.uk

The eruption of the Icelandic volcano Eyjafjallajokull in April 2010 has shaken Europe, closing all airports in Northern Europe and causing huge financial losses in the travel industry. On diverse social media you could read of people stranded around the world – and the terrible service they got from their airlines, travel organizers, etc.: [...]

Getting bored away...

I just read this very cool blog post on consumer behavior, the “Levy flight” describing loyal users/ consumers behavior.

In short, someone finds your site/ joint, starts using it, recommend to their friends, but after a while they feel there is no more value to be harvested at they go looking for somewhere else. It is [...]

Viral Marketing and Social Media

Viral Growth Copyright Seth Godin

Using social media as a buzz generator has become the thing to do in marketing. You have the perfect smooth media for Experiential Marketing and in theory it is the ultimate viral marketing media. But how come companies are having a hard time making it work? What are the pitfalls?

The [...]

What tha heck is branding?

I’ve been writing about branding and I realize that it seems to me that there is a misconception of what branding really is amongst my readers. Most relate branding to “have a known name” while others think of logos and visual identity. Branding is however much more than that.

The objective of branding is not to [...]

Is being first mover enough?

We all heard about the benefits of being first movers, but what does this mean? Is it always good to be first mover?

Toyota Prius, for instance. Absolute first mover. It was created in 1997 and it aimed to save us from greenhouse effect. An “innovative” hybrid machine of gasoline and electricity, able to get more [...]

Is it ok to say “No” to a customer?

Often sales mentality dictates that just about anything should be done to turn a prospect into a customer, including stretching the truth, promising more than what can be delivered. We’ve all heard “The customer is king, the customer is always right”. I would rather say “If the customer is king then honesty is god”

My postulate [...]

Boiling different plates

I’ve posted a question on Linkedin regarding Boilerplates; what they are and how to use them. It turned out a very interesting discussion and a good complement to my previous post “Boiling the plate”.

Traditional understanding and use of Boilerplates

The original understanding of “boilerplate” refers to a standardized text that is re-used in different circumstances without [...]

Boiling the plate

Update: 03rd. February 2009 – please read the related post “Boiling different plates”

Personally I’ve been addicted to Boilerplates, as I find them a fantastic tool that makes marketing and communication much easier to coordinate and to produce.

A Boilerplate is a piece of text that can be used as basis for any kind of communication, a [...]

What the heck is Value Proposition??

I have had a couple of requests lately regarding Value Propositions. It seems to me that there are still many companies confused about what Value Proposition is and how to use it.

Value Proposition is basically an internal strategic “MAP” to be used as core of any communication to be made externally or internally at the [...]

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