How do you create a digital strategy that involves customers in an energized social community? How do you create an engaged, active “go-to” website? Prophet's David Aaaker says, You must change the orientation of marketing from selling the offering, the brand, and firm to becoming an active partner with a shared interest program around a customer’s “sweet spot.” A sweet spot reflects customers’ “thinking and doing” time, beliefs and values, activities and passions, possessions or places they treasure. Ideally, it would be a part of, if not central to, their self-identity and lifestyle and reflect a higher-order value proposition, much beyond the benefits provided by the offering. To illustrate, Pampers went beyond diapers by creating the Pampers Village community that provides a “go to” place for all issues relating to babies and child care. Its five sections – pregnancy, newborn, baby, toddler, and preschooler – all have a menu of topics. Its online ...
Packaging yogurt in Go-Gurt's colorful nine-inch tube helped Yoplait, a subsidiary of
General Mills Inc., forged ahead of
Danone
SA
's Dannon, a brand that Yoplait had trailed for decades. Go-Gurt's
tube changed what parents were buying, making yogurt easier and more
fun for kids to eat. Similarly, the invention of cereal bars, in
response to a society on the run, succeeded in changing where and how
consumers bought and ate cereal.
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