Fast Company | Desire: Connecting With What Customers Want
A fascinating article in Fast Company, focusing on marketing:
Melinda Davis and her Human Desire Project have developed five answers. Marketers with a desire to succeed are paying attention
We are all in overload. To get people's attention you need to differentiate, and do it well. I guess this is the same as Seth Godin's Purple Cow principle?
Where the possibility for real differentiation comes in is not in the product itself but in how you collaborate with the consumer's need to heal.
its all about peace of mind? Is it? Not totally convinced by this although I see where it comes from. I suppose for certain items this makes sense but Video games? DVDs?
As life becomes even more complicated, the consumer will choose a chooser to make choices on her behalf. By choosing a higher helper, you choose your own reality: your news, your information, your means of communication, your shopping choices.
The examples of Amazon, Virgin etc are spot on. Amazon in particular lives this for me and doesn't stop looking for ways to add value to its existing proposition.
I think to a certan extent Supermarket's in the UK like Tesco and Sainsbury's are also folowing this model as they expand from groceries to consumer electronics, Petrol, banking, ISP, insurance, breakdown services etc.
And ntl also fit into this space albeit on a lower level by offering the triple play of Telco, Digital TV and Internet.
Very thought provoking...!
Posted by Paul Goodison at September 5, 2003 09:55 PM | TrackBack