War, with its wrath and ruin, is widely seen as a wrongful metaphor. Yet, amidst its darkness, there are glimpses of light. War, in its grim glory, reveals the resilience of the human spirit, the courage of comrades, and the forging of unbreakable bonds. It is a crucible that tempers resolve, a harsh teacher that imparts invaluable lessons. War, though fraught with folly, can sometimes be a catalyst for change, a grim reaper of complacency, spurring innovation and progress. However, let us not mistake these glimmers for glory; war's true nature remains a blight on humanity.
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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