tailieunhanh - Winning in the Relationship Era™A New Model for Marketing Success By Doug Levy
I can still remember the day I realized marketing had changed forever. It was summer of 2004. I was reading an article about Kryptonite, a manufacturer of bicycle locks. Kryptonite had found itself in uncharted territory after a series of forum posts and an online video revealed how the brand’s tubular bike locks could be opened with a simple BIC pen. At first, the company denied the claim’s validity. But as word (and ire) spread like wildfire across the Internet’s budding social sphere, Kryptonite soon realized it had to change its way of thinking. In a bold move, its leaders. | Winning in the Relationship Era A New Model for Marketing Success By Doug Levy Published by Doug Levy at Smashwords Copyright 2010 Doug Levy Table of Contents Introduction Chapter 1 A New Era in Marketing Chapter 2 The Brand Sustainability Map Chapter 3 Breakthrough Success in the Relationship Era Chapter 4 Getting Involved Introduction I can still remember the day I realized marketing had changed forever. It was summer of 2004. I was reading an article about Kryptonite a manufacturer of bicycle locks. Kryptonite had found itself in uncharted territory after a series of forum posts and an online video revealed how the brand s tubular bike locks could be opened with a simple BIC pen. At first the company denied the claim s validity. But as word and ire spread like wildfire across the Internet s budding social sphere Kryptonite soon realized it had to change its way of thinking. In a bold move its leaders adopted a position of transparency and open communication. Not only did Kryptonite replace 400 000 locks but it also took steps to create a true open dialogue with customers. It didn t take long for people to appreciate the brand s efforts and recognize their shared values. Nor did it take long for Kryptonite to earn back the respect of the community and its position of market leadership. I love the Kryptonite story. It s one of the first examples of a company shifting conventional thinking to meet this radically changing marketing environment. Some of my friends and colleagues have gone through a similar shift in thinking. Over the years we ve helped some of the biggest brands in the world enter and flourish in the digital space. But we have come to realize that digital is only part of the equation. We have the opportunity to do something bigger and more meaningful. We asked ourselves an ambitious question Can we partner with our clients to transform the world of marketing The question soon became a quest and this new approach to marketing was born a fundamentally
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