Jennifer Rice
Andy Lark
Johnnie Moore
John Winsor
Johnnie Moore is a marketing consultant and facilitator based in London. As well as 20 years of marketing experience he's trained in psychotherapy, NLP and Improv. Find out more at his blog.
Andrew Lark's more than 18 years experience of all facets of marketing, branding, sales and communications spans technology, Internet, telecommunications and consumer sectors. There he has led award-winning programs and teams for brands such as Dell, Sony, SBC, IDSoftware, Nortel, Microsoft and Sun. He is a thought leader and innovator on the convergence of brands, communications and social networking technologies. Find out more at his blog.
Jennifer Rice is a strategist and evangelist for relationship-centric brands. She brings 15 years experience in brand strategy, customer insight and marketing communications, and has worked with companies such as Microsoft, Verizon, Alcatel and Corning. Her current passion is exploring how brands are being impacted by blogs and other social technologies. Her company blog is What's Your Brand Mantra?
John Winsor is the author of Beyond the Brand: Why Listening to the Right Customers is Essential to Winning in Business and the Founder/CEO of Radar Communications, a consumer-centric consultancy. You can find out more about him at Beyond the Brand.
Check out IdeaFlow by Renee Hopkins Callahan for the latest on innovation trends and practices. On her radar screen: the creativity of bipolar children, Democrats' call for an "Innovation Agenda", grocery store innovations, creating a culture of business experimentation, and more.
Since Johnnie brought up pet peeves in his last post, here's one of mine: renaming something unpleasant to get more mileage out of it... AKA, putting lipstick on a pig.
Chris Lawer points to a Peppers & Rogers article on Voice Marketing. He quotes from their latest paper, interestingly titled: "At the Eye of The Storm: How Retail Chief Marketing Officers can Deliver the Optimal Customer Experience."
Retail marketers have a range of interaction tools to choose from to get the job done. An emerging option is voice marketing. Voice marketing helps retailers strengthen brand and communicate with customers more effectively by combining pre-recorded, telephone messages with professional voice talent. Designed to connect with existing customers, voice marketing allows retailers to accelerate their relationships with individual customers and capture higher value.
A voice message is typically a 35-second pre-recorded audio message that sounds like a live call.The messages are left on answering machines or voice mail systems...
Hmmm... last I checked, that was called "telemarketing." And it's not an experience that customers want to have. Is the outbound TM industry really deluded enough to think that a new label is going to save them?
I see this pattern all the time in "rebranding" efforts. Hey, I know! Let's design a new logo and create a new ad campaign, and... ta da!!! We have a magically new brand. Um, no... you dressed up your current brand in different clothing.
Rebranding, when done by an ad agency (oh, excuse me... "marketing communications firm,") is nothing more than pig lipstick.
Rebranding, when done by an executive team that's passionate about driving change throughout the organization, is true and believable brand evolution. Let's not kid ourselves into thinking a fancy new label, logo or campaign is going to fix our ills. It has to be an inside-out process.
(update: When I went to copy the trackback URL, I noticed that Johnnie already ranted about this subject on his blog this morning. Great minds think alike :-))
Hi Jen, blimey, only our third post and we're already wallowing in incestuous self-reference! We must be good at this blogging lark :)
Permalink to CommentCongrats on the new blog. If this post is any indication of future entries, I predict it'll become an important voice in the branding discussion. I'm adding you to my RSS reader. Thank you very much.
Permalink to CommentJennifer,
Nice to see you playing in this new venue as well as the old one. Your ideas merit wider exposure.
Branding is an art. It can't be done by the numbers, even though the principles have since been codified.
If you and your cohorts can bring about more understanding of effective branding, you will be making a significant contribution.
Best of luck to you all.
Permalink to CommentWords...Neurology...I getting lost in the words. I thought marketing was about enhancing our consumer's life and brands were mechanisms for sensuality. How can there be such as think as Voice Marketeting? How can there be such a think as Retail Marketing? I wonder if we need to re-work our vocabulary? We don't own the word marketing, our consumer's do, right? Help me out. I think I'm out to lunch.
Permalink to CommentOne question I have about this new "Voice Marketing" item. Since when did anyone listen to a 35 second voice message willingly?
Permalink to Comment
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