Monday, March 31, 2008

So What's The Big Idea? Be Meaningful.

I had caught this post by Francois at Emergence Marketing, basically saying that how a customer interacts with your brand or service is your "UI" (user interface). Its an idea picked up by Piaras Kelly this morning as well, as he explicates his experience at Dublin airport. He also connects to a great slideshow on the new approaches to marketing that is worth checking out here. If your product is really great, it will be remarkable. People will want to talk to others about it. Fortunately, the internet is a great way to share these experiences. Some friend on his myspace/ facebook presence line says "hey, about to go out and buy new sneakers", another friend emails/sms's/calls and recommends a new asics/ nike/ adidas. Some of the examples given in the slides I think are a bit "old school" in that they are really examples of conspicuous or public consumption (i.e. products that you consume in public and have a brand messaging element). See someone using a cool new iPhone, they are a "tech person", an "apple lover", a "tech hipster". The TRULY great examples of products that are their own marketing, are the products that significantly make your life better. Umair makes this point over and over again. Do something that is culturally and socially important, that removes an unbalance, a barrier, an injustice, and you will be rewarded. Weirdly, when I go to think what's an example here Paul, the idea that looms largest for me is the use of Technology and Communications in the Obama campaign. The ability to connect, communicate, and mobilise using community, technology, and meaning, could actually re-engineer how our leaders get elected, and from there, perhaps how our public service relates to its public. That could be a pretty big structural change in the years ahead. If anyone has any other big ideas, please, let me know, I'd be happy to post them here, and give you the citation! update 1: just remembered, these guys are bring enterprise 2.0 to the NHS (UK Health Service). Here is a great slideshire from them on bringing 2.0 tools to one of the biggest public service blocks. Update 2: Via Venterprisey (enterprise 2.0 blog) the use of mashup's to bring citizen based reporting on exit poles, intimidation attempts, murders surrounding the Zimbabwe elections. This inability to control the media message, may actually free a nation.

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