Andy on Twitter

  • Well, I’m furious at him and the equally draconian policies of NSW Govt. Seems you can do whatever you like in Gov… ,
  • Impression is Govt as a whole knows how to implement draconian policies with no public engagement or addressing dow… ,
  • And why not fix the crappy Covid App and make it a requirement to have it and your mobile with you at all times so… ,
  • I’ve just done 14 days self isolation on returning from Vic. Isn’t hard to do. And would have been happy to pay for… ,
  • This is just another example of heavy handed Govt policies with little thought for business or personal impacts. Al… ,
  • NSW latest move to force residents returning from Vic into mandatory isolation is poorly thought out. Instead just… ,
  • NZ needs this, Australia needs this. Instead of heavy handed Government policies implemented in the main without a… ,
  • Well, my Mac is over at the Apple Hospital being repaired - keyboard failure... iPad is worthless as a business too… ,
  • It's time to Dub on Telstra - more on the Dubber news from yesterday. ,
  • Big move by in going native on the Telstra network for Liberate, TIPT and SIP. Game changer… ,
  • Ummm... Yep... mess is an understatement 'A complete mess': angry business demands clarity from Victoria -… ,
  • Great piece from Stephane on Tokenized Banking and how it creates a better banking experience. Great prod… ,
  • Yep, those are the questions to ask. ,
  • Might just be me but feels like has descended into product and app anarchy. An S1 controller and now I need… ,
  • Gald to see this. The amount of corrupt marketing undertaken by Bitcoin companies is staggering. Steve Wozniak sues… ,
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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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