Featured in this Issue:
Dual Coating Effects ENGAGING MARKETING and CREATIVE MINDS
In our last issue of Tactics, we featured an overall “grit” coating on the outside cover and a gloss coating on the inside. This time around we wanted to show our readers how you can create an entirely different feel and visual effect using soft touch aqueous and H-UV spot gloss coating. As you’ll see in our “Neuromarketing and Print” article on page 6, the things we touch shape the way we feel. As humans, we’re hard wired to react in certain ways because our neuroreceptors tell us too— not our rational thoughts. It’s why Haptics—or the sense of touch—has become an important part of recent neuromarketing studies. In addition to creating a tactile effect, coatings can be used to highlight elements of a printed piece or image. In this example, you’ll notice that the spot gloss draws the eye to areas you want to highlight. Plus the soft touch aqueous coating offers an overall luxurious feel and protects your piece from fingerprints, scuffing, and scratches. The contrast between the soft touch aqueous which is applied first and the H-UV spot gloss creates the visual and tactile effect.
NEURO MARKETING & PRINT Understanding the science of touch that triggers consumer behavior
WANT TO LEARN MORE? visit tiny.cc/shawmutcoatings to get a sample pack or contact your Shawmut rep today.
VOL. 7, ISSUE 3, MAY/JUNE 2017 Brought to you by Shawmut Communications Group MAY/JUNE 2017
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Want to learn more about Haptics and how you can apply neuromarketing principles in your marketing?
Managing Projects Together With
SHAWMUT INSIGHT
Watch Daniel Dejan’s presentation of "Haptic Brand, Haptic Brain" from the Shawmut’s Marketing Science event last fall by scanning the QR code below.
Daniel Dejan
Sappi etc. Creative Manager
INSIGHT is a powerful online tool that enables marketers, designers, and project managers to track projects from an initial quote to the final destination. It provides real-time access to production data helping to streamline communication and improve collaboration.
GO BEYOND THE SPECS WITH INSIGHT • Upload files and get instant error alerts • View and approve proofs • Track jobs through each phase of production • Get real-time updates and shipping notifications • Access job history, past proofs, and production files
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GO BEYOND VANITY METRICS Scott Stratten, best-selling author of “Unmarketing,” recently told a story during the United Marketing Conference in Nashville, TN, about metrics that really matter. The general gist was that several metrics from one of his recent videos were not only misleading, they were distracting from what really mattered. Stratten saw remarkable click rates, views, and likes, but he also noticed that he never received a spike in sales or inquiries from his speaking. The metrics were just “vanity” metrics.
tools to optimize efficiency, but also be able to directly engage with people to build trust and show appreciation throughout the customer journey. People don’t want to be marketed to anymore. Brands must determine how to create engagement and conversations at every consumer touch point and this issue of Tactics highlights that theme again and again. Enjoy the issue and remember to think of what really matters.
In today’s data driven world, prospects and customers are feeling a massive overload and vanity metrics matter less and less. The world craves to connect on a deeper level. This may result in doing things that do not scale, being more vulnerable, and doing some soul searching around what really matters. Marketing must be more than a series of e-blasts in an automated drip campaign that most of us can smell a mile away. Marketers need to harness all the available
Warmest wishes,
Michael Peluso President
Inside this Issue
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ENGAGE TO GROW
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SIZE DOES MATTER
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Success is more than just clever messaging or shiny technologies drilled into our subconscious via traditional advertising methods. Success comes from refining your business strategy to fit the new narrative.
As the business landscape continues to shift, big and small data are becoming equally as important in the race to uncover consumer desires. Big data tells us the trends, but it's the small data that tells us why something happened.
NEURO MARKETING & PRINT Researchers are studying the haptic brain which is responsible for our sense of touch. Their findings help explain why catalog sales are rebounding, children’s e-books have failed to thrive, and why many people insist on printing out important documents.
ADDITIONAL FEATURES Measure Your Direct Mail Fundraising Results Tracking your direct mail programs doesn’t have to be complicated. Download our ROI worksheet today!
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ENGAGE TO GROW
AN INSIDE LOOK at how to capture attention without disruption. BY MICHAEL J. PALLERINO
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onsumers are exposed to ad messages every 2.7 seconds. They are hit with up to 10,000 brand messages a day and switch between screens at least 21 times an hour. Not frightened yet? Microsoft research shows that the average person’s attention span is now just eight seconds. And, as brands find more and more channels to reach their customers, those numbers are only going to grow (or shrink, if we’re talking about attention spans). To say that how we do business today has changed may be the mother of all understatements. The switch has unequivocally flipped to the buyers’ side, not only giving them all the control, but also forcing brands to review everything and anything they ever knew about getting their message in front of their customers. It’s a conversation Jeff Rosenblum loves to have. In his book, “Friction: Passion Brands in the Age of Disruption,” which he co-wrote with Jordan Berg, Rosenblum explains how some iconic brands are losing marketshare to up-and-coming companies that have found how to creatively capture— and hold—our collective consciousness. Great brands, Rosenblum and Berg argue, are no longer built through interruptive
THIS WHOLE IDEA OF AN ATTENTION SPAN IS, I THINK, A MISNOMER. PEOPLE HAVE AN INFINITE ATTENTION SPAN IF YOU ARE ENTERTAINING THEM.” – JERRY SEINFELD
advertisements. Today, success is more than just clever messaging or shiny technologies drilled into our subconscious via traditional advertising methods. Success comes from refining your business strategy to fit the new narrative. The playbook involves employing simpler messages that can be communicated in more visual, emotional, and engaging ways. “Your customers must go on a lengthy journey with many critical touch points,” says Rosenblum, who also is founding partner of the market research and strategic planning firm, Questus. “Successful companies provide the critical emotional and rational information that prospects need at each step of the journey. The brand story grows and is optimized for each channel. It’s not the same message repeated over and over.” PROVIDE VALUE THROUGHOUT THE CUSTOMER JOURNEY If Rosenblum could emphasize the criticalness of one strategic element from this playbook, it would be empowerment. When brands empower prospects to make smarter purchases, and empower customers to get more value out of the products they purchase, it creates meaningful conversations. “People don’t simply want to be interrupted with slick ad campaigns,” he says. “They want brands to help them remove friction and solve problems. That’s what leads to engagement and conversations.” Winning on this new playing field means your consumers are interacting with every touch point along the way, producing behavioral data that enables brands to optimize their sales and marketing efforts. They do this by understanding the psychographic profile of each prospect and identifying their unmet needs. “It’s all about providing value through their journey,” Rosenblum says. When done correctly, the sales and marketing landscape is completely integrated. Unfortunately, as Rosenblum and Berg discovered, few MAY/JUNE 2017
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companies are doing this successfully today. Hamstrung by legacy marketing models, too many sales and marketing departments sit in silos, causing valuable data and information to go unshared. SO, HOW DO YOU CAPTURE ATTENTION WITHOUT DISTRUPTING? The answers can be found in the playbook of brands doing it right. Patagonia, for example, creates value for it’s target audience by defending the environment. It builds immersive experiences—website, documentaries, retail events—that educate its audience about how to take small actions that can make a big difference. Yeti is another example. The highly innovative cooler and accessory manufacturer has created a series of seven- to 10-minute inspirational videos celebrating the lengths that people push themselves in the great outdoors. "Successful brands are simply taking a portion of their paid media budget and applying it to owned and earned media," Rosenblum says. "Rather than buying ads, they’re building content and tools that empower the audience.
Great brands are built, not bought. Advertising still provides a critical role in the process, but most brands are asking it to do too much. First, brands need to build great experiences. Once they do that successfully, they’ll still have money for traditional marketing to build awareness and traffic." It all circles back to buyers having all the power. "This has happened because brands are completely transparent," Rosenblum says. "Thanks to the infinite amount of information available through search, social and mobile technology, consumers can see through exaggerated brand messages and ignore clever jingles. Brands keep investing in interruptions and the audience keeps running away. Consumers want immersive content and tools that make their lives easier. They have the power to ignore traditional messages. Brands have to get that back."
"GREAT BRANDS ARE BUILT, NOT BOUGHT. ADVERTISING STILL PROVIDES A CRITICAL ROLE IN THE PROCESS, BUT MOST BRANDS ARE ASKING IT TO DO TOO MUCH. FIRST, BRANDS NEED TO BUILD GREAT EXPERIENCES." – JEFF ROSENBLUM, FOUNDING PARTNER, QUESTUS
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SIZE DOES MATTER Find Real Customer Insights In The Small Data
BIG DATA. There aren’t many marketing conversations happening today without that term working itself into the mix. But what about small data? Whereas big data is all about seeking correlation, small data is about seeking causation. Why did something happen? As a modern day Sherlock Holmes, as he has been called, Martin Lindstrom is often hired by the world’s leading brands to find out what makes their customers tick. For his most recent book, “Small Data: The Tiny Clues That Uncover Huge Trends,” the best-selling author spent up to 300 nights a year in strangers’ homes carefully observing every little detail of their hidden desires to uncover the next multimillion-dollar product. The truth, as Lindstrom freely admits, is that brands need to know the hypothesis before beginning the search for correlations. As the business landscape continues to shift, big and small data are becoming equally as important in the race to uncover consumer desires. For example, a major American bank’s big data research concluded that its churn (people leaving the bank with their bank accounts) was due to high fees and interest rates. Just before adjusting their rates, an internal research team spent time with their customers to try and identify the small data. To its surprise, the research team found that a large portion of its customers were leaving in the middle of, or just after, a divorce. They either opened separate bank accounts or moved to another bank. Spending some time with these
couples to help navigate this unfortunate situation not only helped retain fleeing customers, but also saved the bank millions of dollars in interest rates and fees. “What you have to remember is that as robots and technology take over, we humans will become and will have to become smarter,” Lindstrom says. “Small data is just as important as big data, because 85 percent of what we do is irrational—like pressing harder on your remote when you think the batteries are low. Big data struggles to understand that human dimension. It’s hard to evaluate love using a spreadsheet. This is where small data comes into play. By first understanding the human dimension—we’re able to understand the reason why we behave a certain way. Big data then can help to verify this observation—creating a complete picture.” Lindstrom says that by embracing the importance of small data, brands can refine their business strategies. Everything a brand can pick up via emotional data—the chemistry, aspirations, desires and out of balances—will help form the foundation for success. “The reality is that we’ve migrated our social interactions online, and thus rarely meet people in our day-to-day life,” Lindstrom says. “This is increasingly creating an out of balance in our lives, and thus, a gap for a new brand or need. Most consumers are still not aware of this. They somehow feel they’re missing something, that tactical interaction. That trend—more than anything—will turn into something major very soon.” MAY/JUNE 2017
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NEURO MARKETING & PRINT Understanding the science of touch that triggers consumer behavior By Charles D. Lunan
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ver notice how people express their experience through touch? They’ll say they’ve had "a rough day" or received "a lukewarm reception" or encountered a "sticky situation." Or maybe their day went "as smooth as silk." What’s that all about? More than meets the eye, says Dr. David Eagleman, whose research on haptics has drawn the attention of marketers such as Mary Ann Hansan, president of the Paper & Packaging Board. "What we love about Dr. Eagleman’s work is that he really is starting to put science behind why people feel paper is such a creative enabler and why it helps us learn better," Hansan says. ENTER NEUROMARKETING Eagleman and other researchers are studying the haptic brain, which processes signals sent by our tactile sensors. Their findings may help explain why catalog sales are rebounding, children’s e-books have failed to thrive, and why many people still insist on printing out important documents. Their work with brain imaging and mapping is providing insight into how humans engage with different marketing channels. Proponents of this approach, which has spawned the term "neuromarketing," argue it will help marketers fine-tune the messaging, creative, and media they use. Neuromarketing will help us better understand how consumers are hard wired to react so that we can build multichannel campaigns that tap into those innate motivations and behaviors. Consider John Bargh’s research on why people tend to classify fellow human beings as being either "warm" or "cool," depending on certain personality traits. Bargh wondered if the tendency reflected some subconscious influence from the haptic brain, so he conducted an experiment in which interviewers asked subjects to hold a beverage container while they rebalanced an armload
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PARENTS HAVE A LOT OF APPREHENSION ABOUT HOW MUCH TIME THEY AND THEIR FAMILIES SPEND ONLINE, SO I DO THINK THE PENDULUM IS SWINGING BACK TO PRINT.”
– MARY ANN HANSAN, PRESIDENT, PAPER & PACKAGING BOARD
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of books, folders or papers. When subsequently asked to rate a fictitious person as either warm or cool, test subjects who had held a warm cup of coffee consistently described them as warm, while those who had held an iced coffee described them as cold. In subsequent experiments, Bargh found that test subjects given heavier clipboards tended to rate job candidates as being "more solid." THE HAPTIC BRAIN FAVORS PRINT The takeaway from more than 100 academic papers published since the 1990s is that reading on paper uses fewer cognitive resources than reading on a screen, which improves retention, deepens engagement, and enhances understanding.
The paper products industry has zeroed in on these findings in a bid to halt a 50 percent decline in paper consumption since the turn of the century. One manufacturer even hired Eagleman to conduct research and produce a report that—among other things—found printing on high quality coated stock improved recall over time. "We know we are not going to reverse the decline in paper consumption, which is almost half of what it was in 2000," Hansan says." But we are trying to make sure paper remains something people see as modern, particularly as the digital natives—the kids who grow up with all this technology—are completing high school and going to college." A recent rebound in sales of some paper products may signal that
SCAN QR CODE AND LEARN MORE ABOUT HOW HIGH QUALITY PRINTING CAN IMPROVE PAPER CONSUMPTION.
the haptic brain is reasserting itself even as the amount of time Americans spend looking at screens grows. American adults surveyed by Nielsen last summer reported spending more than 10 hours a day staring at a screen. "We are definitely seeing data that book sales that flattened are increasing again," Hansan says. "Companies who said they were going to get rid of catalogs have come back and said we realized we made a mistake; consumers shop with catalogs but order online. Parents have a lot of apprehension about how much time they and their families spend online, so I do think the pendulum is swinging back to print."
"PAPER REPRESENTS A MEANS OF TANGIBLE PROOF AND SECURITY THAT I CAN ALWAYS HAVE WITH ME. IT CREATES A GREATER SENSE OF SECURITY, LESS WORRY AND LESS STRESS." - DEE ALLSOP, CEO, HEART+MIND STRATEGIES
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COMPANIES WHO SAID THEY WERE GOING TO GET RID OF CATALOGS HAVE COME BACK AND SAID WE REALIZED WE MADE A MISTAKE; CONSUMERS SHOP WITH CATALOGS BUT ORDER ONLINE" - MARY ANN HANSAN, PRESIDENT, PAPER & PACKAGING BOARD
Paper boxes are also becoming a key marketing channel for online retailers. Online subscription shopping services are adding handles and other features to extend the life of their delivery boxes, which provide their only tangible bond with customers. Lootcrate, which caters to video gamers and comic book fans, has designed delivery boxes that transform into keepsakes, including Captain America’s shield. "That box is a billboard," Allsop says. "This is just going to be an explosive area for printing."
future. After all, as Eagleman points out, reading and writing on paper are not innate skills. Every individual has to learn those skills from scratch and in the process they are rewiring their brains. That means that touch may slip in the hierarchy of senses that influence future generations’ perception of reality. In other words, media not only shapes the message, as Marshall McLuhan famously wrote in 1964, but it actually shapes the brain itself. The implications for marketing are profound.
Given the human brain’s remarkable plasticity, it’s hard to define the
Get in touch
THROUGH PRINT & PAPER
IN
2016, the Paper & Packaging Board hired Heart+Mind Strategies to study the emotional connection people have with paper. Researchers asked subjects to touch different types of paper and choose their favorite based on its tangible qualities. Subjects then were asked a series of questions designed to regress their decision-making process and reveal the emotions that triggered their selection. Seven triggers emerged, but security and confidence rose to the top. “Paper represents a means of tangible proof and security that I can always have with me,” says Dee Allsop, CEO of Heart+Mind Strategies. “It creates a greater sense of security, less worry and less stress.” Test subjects said putting pen to paper enabled them to document their progress, achievement and
mastery of a subject and approach tasks with confidence. They also preferred using paper over electronic media when it came to serious communications and nurturing relationships with loved ones. “If sending wedding invitations, a digital Evite just does not cut it,” Allsop says. “There was a real sense of, ‘I’ve got to print it because I want to do it right.’ There was also this idea that paper helps me connect on a personal level with the people I care about.” This was particularly true when it came to nurturing children, where people expressed a strong preference for reading printed books, letter writing, and post cards. The Paper & Packaging Board plan to incorporate its findings into a future marketing campaign. MAY/JUNE 2017
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4 Simple Ways to
MEASURE YOUR DIRECT MAIL CAMPAIGNS Ask marketers how to gauge the success of their direct mail campaigns, and the answer inevitably points to ROI. One of the biggest reasons a direct mail campaign fails is the inability to measure success. If you cannot accurately track results, your enthusiasm level drops. The key is to establish the tracking process up front. Here are four metrics you should add to your tracking template:
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RESPONSE RATE How many people did something as a result of your campaign?
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SALES How many sales did you make as a result of this campaign? (Be sure to measure against each call-to-action included in your campaign—800 number, website, reply card, etc.)
3
CHANGE IN BEHAVIOR Were you successful in driving people to more efficient and less costly channels, a website vs. a call center? What is your savings?
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INFORMATION Were you able to capture updated or additional information from prospects and customers that will help you with future marketing efforts?
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Measure Your Direct Mail Fundraising Results Direct mail is one of the most effective marketing strategies, particularly for fundraising. However, it can also be one of the most expensive. The good news is that tracking your direct mail programs doesn’t have to be complicated.
Fundraising ROI Worksheet
Key metrics to track your direct mail campaigns and measure results
“
We’ve created this interactive worksheet to help you track each direct mail fundraising campaign (and segments within your campaigns). Simply enter your results and use this information to determine the financial impact of your campaigns and learn how to improve them in the future. Use the blank versions on the back of this page to calculate your results or create your own spreadsheet using the formulas listed below.
SAMPLE
CAMPAIGN COSTS
SEGMENT OR TEST VARIABLE
QTY MAILED
Annual Appeal: Segment A
10,000
Annual Appeal: Segment B
7,500
POSTAGE COST
TOTAL COST
COST PER PIECE
$5,000 $4,230 $9,230 CAMPAIGN WITH ONE SEGMENT SEGMENT OR
QTY
$.92
$3,500 TEST VARIABLE$3,170MAILED$6,670& MAIL $.89 COSTS
PRINT & MAIL COSTS + POSTAGE COST
FORMULAS:
Henry Ford, Ford Motor Company
CAMPAIGN RESPONSE
FUNDRAISING ROI Worksheet PRINT & MAIL COSTS
If you always do what you’ve always done, you will always get what you always got.”
NO. OF GIFTS OR NEW DONORS
RESPONSE RATE
GROSS REVENE
2%
$12,000
200 CAMPAIGN COSTS POSTAGE COST
75
TOTAL COST
TOTAL COSTS ÷ QTY MAILED
CAMPAIGN WITH CONTROL GROUP VS TEST VARIABLE
DOWNLOAD OUR DIRECT MAIL FUNDRAISING ROI WORKSHEET TO CALCULATE:
SEGMENT OR TEST VARIABLE
QTY MAILED
Looking for ways to IMPROVE YOUR ROI ON direct mail programs?
PRINT & MAIL COSTS
POSTAGE
TIPCOST
Talk with your direct mail specialist about postal savings programs that may be available.
Talk with one of our mailing experts today.
• Cost per $1 raised
CAMPAIGN WITH MULTIPLE LIST SEGMENTS SEGMENT OR TEST VARIABLE
Shawmut Communications Group
• Donor acquisition cost
QTY MAILED
PRINT & MAIL COSTS
POSTAGE COST
TOTAL COST
RESULTS AVG. GIFT AMOUNT
RESPONSE
GIFTS OR $120 RATE 1% PER PIECE $9,000 NEW DONORS NO. OF GIFTS ÷ QTY MAILED
GROSS REVENUE ÷ NO. OF GIFTS
COST PER PIECE
TIP
NO. OF GIFTS OR NEW DONORS
Measure metrics for your specific goals (gifts, new donors, social media followers, etc). In this example, we assume each gift represents one new donor but this may differ based on the length of your campaign, channels used, and frequency of touch points. TOTAL COST
COST PER PIECE
NO. OF GIFTS OR NEW DONORS
TIP
RESPONSE RATE
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insights
WHERE CONTENT FITS INTO THE AGENCY MIX
Content here, content there, content everywhere. No matter where you look these days in the marketing world, telling your story through content—and how you distribute it—is key. According to CopyPress’ “The Current Content Ecosystem Whitepaper,” 82 percent of marketing agencies say they create one to 10 pieces of content, on average, for each of their clients per month. The report was based on data from a survey of 300 marketing professionals who work for agencies, brands, and/or themselves. Here’s a look at what services marketing agencies are performing for their clients today:
ILLUSTRATIONS The Current
INFOGRAPHICS
CONTENT ECOSYSTEM
INTERACTIVE MEDIA/VIDEOS WEB COPY BLOG POSTS
16% 30% 45% 70% 92%
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GROSS
GROSS REVENUE ÷ TOTAL COST
RESPONSE RATE
• Net revenue
Right on with content
NET REVENUE
$2770
AVG. GIFT
COST
$1.35REVENUE $88.93 AMOUNT $2330 $1 RA TOTAL COST ÷ NO. OF NEW DONORS
GROSS REVENUE
Monitor your average gift amount over time to see which campaigns perform better.
978.762.7500 | www.shawmutdelivers.com
Get your worksheet TODAY! marketing.shawmutdelivers.com/fundraising-roi
DONOR ACQUISITION COST
$1.30 $46.15 $60 CAMPAIGN RESPONSE
NO. OF
COST
COST PER $1 RAISED
GROSS REVENUE
GROSS REVENUE TOTAL COST
AVG. GIFT AMOUNT
TIP
COST $1 RA
Track your net revenu across all campaigns and compare monthly or yearly to measure overall performance for your organization.
AVG. GIFT AMOUNT
COST $1 RA
HIGH HOPES WHY TODAY’S CMO MUST BE A GROWTH DRIVER If you think being a CMO today is all about executing marketing plans/strategies, serving as a brand leader and delivering competitive intelligence to their organizations, think again. According to “The CMO Shift to Gaining Business
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Lift” report by the CMO Council and Deloitte, more CMOs are being held responsible for growth strategies and revenue generation within their companies. The report surveyed 200 global CMOs/ senior marketers.
Here’s a look at the next level of expectations falling on marketing as a growth driver:
35%
33%
23%
5%
4%
High expectations
Primary mandate of marketing
Moderate expectation
Little expectation
Marketing measured in other ways
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Trending with...
Branding thought leader Pete Hayes (Chief Outsiders) on owning your brand
T
Why is it important for brands to not use a “follow the leader” strategy? Some companies may actually find that a “fast-follower” strategy is ideal. Let someone else create the market, and then come behind with a similar value
he list of Pete Hayes’ accomplishments is as diverse as it is long. That’s easy to see when you look at the list of companies and marketplaces that he has worked
in over the years. Before he founded the Chief
proposition, but perhaps with some
Outsiders, Hayes worked on the marketing side
important extras. Lower price. Higher
of firms with client lists including the likes of Dell,
quality. Unique features. Or an offering
Motorola, 3M and IBM, to name a few. Today,
that’s easier to acquire or deploy.
Chief Outsiders is one of the country’s foremost strategic growth implementation firms, which
Is owning a market too romantic of an approach?
provides outsourced CMO services by fractional or part time CMOs. The firm recently was named
In some senses, yes. Serving a need that no
one of the 1,000 fastest growing privately held
one else is addressing can be quite difficult
companies in the United States by Inc. Magazine.
or expensive when you’re going for market
And, along with Chief Outsiders’ CEO, Art Saxby,
awareness and momentum. Of course, when
he co-wrote the bestseller, "The Growth Gears:
you can shape and own a market, you’re the
Using a Market-Based Framework to Drive
centerpiece, the standard from which your
Business Success." Here are Hayes’ thoughts on
followers will be judged. When managed
how brands can own their marketplaces.
well, this mindshare can contribute to good things—like brand loyalty, faster growth, better pricing, and margins. Isn’t it better to own your space?
`
It’s actually not critical to shape and own
WHEN YOU CAN SHAPE AND OWN A MARKET, YOU’RE THE CENTERPIECE, THE STANDARD FROM WHICH YOUR FOLLOWERS WILL BE JUDGED.
your market. According to research we did with the McCombs Business School at The University of Texas, many companies thrive by being well run, and then by growing through acquisition. There are fewer companies that are well run and learn how to grow organically by developing skills in capitalizing on market dynamics. The very few define a whole new market or “Blue Ocean.”
It’s not the Golden Rule—do unto others as you would have them do unto you. It’s more of the
Why is it important to view the marketplace from your customers’ perspective?
How and why do brands miss the boat on this?
It’s always important to view things from their
done” proposition. Companies have to regularly recalibrate all that they do—their
perspective. Brands have to go out and get
offerings, pricing, positioning, communications, especially social channels now—based on
their perspectives. There’s a real difference.
their market’s dynamics.
Platinum Rule—do unto others as they would have you do unto them.
The challenge with getting and keeping the market’s perspective is that it’s not a “one and
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