Emotion flair 1: Joy and Approval

Joy and Approval are emotional flairs in our everyday live. We need them. And we use them: Hooray!, Bravo!, Yippee!

1. Hooray! We won the championship!

2. Bravo! That was an outstanding performance.

3. Yippee! It's finally the weekend.

We can adorn (or imbue) our days with joy, by choosing what to feel, instead of living in nervous breakdown (NBD)!

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Sweet Spot

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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