Many companies are waking up to the importance of office design in communicating and supporting their company culture. Most famously, Pixar’s offices were designed by Steve Jobs to maximize the number of random interactions between employees across all company departments.
Has the marketing world finally caught on to the importance of emotion in advertising and branding? I’ve read a flurry of articles recently, and finally in the mainstream marketing press, discussing the importance of leveraging emotions.
This is a topic that TapestryWorks have been discussing for a long time, although we can’t claim to be the first. Many have seen their importance, since the beginning of the advertising and market research industries, although the argument was buried for decades by models of ‘persuasion’ that permeated the rational minds of big business. Read more »
One of the most famous quotes in marketing, and one that a friend of mine is very fond of repeating, is Ted (Theodore) Levitt’s comment that “People don’t want a quarter-inch drill – they want a quarter-inch hole.” Despite this good advice, marketers, researchers, designers and innovators continue to focus on the drill to understand customer behaviour and develop new product ideas. Clayton Christensen writes that, “Every marketer we know agrees with Levitt’s insight. Yet these same people segment their markets by type of drill and by price point; they measure market share of drills, not holes; and they benchmark the features and functions of their drill, not their hole, against those of rivals. They then set to work offering more features and functions in the belief that these will translate into better pricing and market share. When marketers do this, they often solve the wrong problems, improving their products in ways that are irrelevant to customer needs.”
Apple must have been relieved to have Steve Jobs back (if briefly) for their latest new product introduction (iPad 2). Although he looked a little frail, he still commanded the stage, using presentation skills that all researchers can also use, including many tricks from Hollywood. In The Presentation Secrets of Steve Jobs, Carmine Gallo summarises these skills in three acts (like all the best plays and presentations). Read more »