One reason that made Michael Jackson's albums were so phenomenally successful is because he perfected the strategy of using absence to build anticipation. He would stay out of the public eye for years. No interviews, no tours, no sightings. Then when the anticipation has reached fever pitch, boom, he releases an album! When you notice that people start taking you for granted and disrespecting you, it is likely because you have made yourself too present for them. Napoleon Bonaparte said, "If I am often seen at the theatre, people will cease to notice me". Use absence more than you use presence. Long time no see is better than 'Oh, it's you again'. Be conscious of where you go. People treat friends and family like they treat money. The more they see money, the less they value it. The less they see moolah, the more they value it!
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 ...
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