Andy on Twitter

  • Very clever... A Microsoft Excel Artist ,
  • While the problem underlying M&A integration is big, Material Information Platforms implemented pre-transaction wil… ,
  • Wow... t/sheets acquired by Intuit ,
  • Way to start the morning. Beautiful Balmoral.. Balmoral Sailing Club ,
  • Bank inquiry puts global investment at risk: Westpac's David Lindberg.. spot on ,
  • Why are taxi apps so appalling. Slow, lousy interface, freeze... hopeless attempt to satisfy customers and so easily fixed,
  • should give us the option of only accepting drivers who aren’t on a job. Stop “forcing” drivers to take a job while on a job. ,
  • National looks more desperate every day. NZ is lucky to have a leader with this much experience. ,
  • Dennis clearly doesn’t understand that a BYO challenge for the last AC was well past 200m. Unless you sailed Oracle… ,
  • And that’s the point - Amazon is a boost to SMBs and entrepreneurs locked out by big retail. And so much for big br… ,
  • Little evidence in here of impact in meetings but suspect the same applies. Laptops Are Great. But Not During a Lec… ,
  • To Grow Talent, Don’t Move Fast and Break Things — Move Slow and Build Them .. so right ,
  • Who cares if it is. NZs PM is doing the right thing. ,
  • Great win for and cool work by ,
  • The pressure to use all those extra characters is too much...,
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The New Five Ps

Seems like J&J have latched onto the “P meme” with Kimberley Kadlec (J&J) speaking to purpose, presence, proximity and partnership.

Here’s the mashup:

  • Purpose: One the same page here but with a twist. It is so much more than emotional. This is the vital connection between marketing and the experience the customer has. Emotion is the outcome from focusing your brand on how it makes customers feel.
  • Presence: For J&J this is social. For me it is mobile – I refer to it as Place. Meet the customer wherever they are. Mobile, digital displays, 3rd party digital, sensors, ATMs… the third screen is the new force in the media wars.
  • Proximity: This is J&J’s mobile. Instead, here I have Publish – every brand will be defined by content. Content is the new wrapper. Without content, brands are souless. We need our customers to wrap context around our brands. Doing so turns them into magnets.
  • Partnership: I like how J&J speak to this. Wisdom in the crowd. Good and right on. Here I speak to Participate. Brands must drive engagement to win. Brands that only have purchasers become weak and atrophy over time – great brands strengthen through the participation of their customers. They harness customer insights to innovate, grow and improve.
  • Given I merge proximity and presence – and beleive everything is implicity social by design, I add in Play. In short, if it aint fun, they won’t do it. Gamefication is also about harnessing network effects. In short, getting your customers to market on your behalf by encouraging them to bring their friends and family into the fold.
  • I have a fifth P – : We are well past mass customization and into the era of mass Personalization. Great brands win online by making the product and content hyper-personalized and hyper-relevant. They mine big data to do this. They use relevance engines to tune and adjust content.

So, different Ps, similar message. And one I will be speaking about at AdTech here in Sydney next week. Looking forward to that.

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