How Apple Created a New Level of ‘New’ with the iPad
We all know that Apple’s marketing and buzz machine is one of the best in the world. So when the iPad was announced, there was every expectation that there’d be the same buzz as always: some people love it, some people hate it, but for sure, everyone is talking about it. There’s only one problem [...]
Spreadability: The New Sensibility
In my article PR 2010 I discuss a framework that looks not at reach, depth or views but spreadability as the new sensibility for marketing. Think about it. Direct reach gets you in front of eyes. But with so much coming in front of eyes everyday, why spend so much money to be just another [...]
The Basics Of Expectation Management
Yesterday we went through The Pyramid Of Expectation, and understanding how providing compelling experiences (or failing and providing awful ones) is based on your ability to meet expectations. In actual fact, we discussed that it’s no longer enough to meet customer’s expectations (this is merely customer satisfaction), you have to move into the arena of [...]
The Pyramid Of Expectation
So, I made a bit of a mistake yesterday. I wrote a 3,000 word essay on suspense and brand mystery, rolling in far too many case studies, and providing way more content in one post than I’ve said in past times that one should! I’m going to, instead, start right at the beginning with a [...]
How Apple Creates Suspense, Why Satisfaction Doesn’t Matter, and A Lesson From Star Wars
I spoke a while ago on the idea of what I’m calling ‘brand mystery’ – we looked at JJ Abrams’ TED Talk and Lost, and how he tells a story by suspense. He never provides the complete picture, and this is what keeps you hooked. This is contrary to what one copywriter thought when he [...]
Under Promise, Over Deliver
When I started working at my Church in 2003 I quickly learnt that the largest part of my work, both in the office and on Sundays (game day), was one of managing expectations. Thus when I repeatedly failed in delivering expectations, I learnt the further lesson that expectation is closely linked with communication – or [...]
