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Posted by on Nov 29, 2009 in Branding | 0 comments

Stepping Down to Step Up

Here is an excerpt from a blog I stumbled across: Today we’re going to take a little trip in the wayback machine with the help of my colleague Seth Manheim, who was there when this happened. Set the date to November 22, 1989, twenty years ago and one day. Bill Gates is being taken on a guided tour of the product support department’s new office building, and during his visit, he asks one of the people manning the phones, “Mind if I take this call?” Bill puts on a headset, sits down, and answers the phone. “Hello, this is Microsoft Product Support, William speaking. How can I help you?” Bill talks with the customer, collects the details of the problem, searches in the product support Knowledge Base, sifts through the search results, finds the solution, and patiently walks the customer through fixing the problem. The customer is thrilled that William was able to fix the problem so quickly, and with such a pleasant attitude. Bill wraps up the call....

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Posted by on Oct 26, 2009 in Marketing | 0 comments

Emotion, Meet Viral Marketing

Wait at least half an hour to swim after eating. It will upset your stomach, right? Almost everyone has heard this from either their mother or grandmother when they were a child. If you’ve ever tried it, the answer is no. I’ve done it many times and been completely fine. And I take my friends with me and there is no difference between five minutes and half an hour. No one is sick or dying. So why has this myth been passed down from generation to generation? The answer can help marketers craft effective viral campaigns. Viral marketing maintains many of the same principles as many myths, right? To begin, it’s about creating an emotion. Often times in myths, it’s about fear (don’t flash your lights at a car that doesn’t have their headlights on–it could be a gang!). It doesn’t have to be. Consider the viral sensations of YouTube. They do not instill fear–rather joy and awe. It is those things that create a strong emotion that we...

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