Toluu : Logic+Emotion

Logic+Emotion

Logic+Emotion sits at the intersection of Marketing 2.0, Brand Engagement and Experience Design—where passive consumers are transformed into active participants.

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Heather, our head of business development walked into my office with a problem. She wanted to show two types of marketing strategies visually, and so we took to the white board and came up with this. Looking at it I knew right away that I was biased toward one of these approaches—the sustainable type. Think Nike + vs. the Dove Real Beauty video. But taking a step back, I wonder if both are needed—strategies that result in the quick hits combined with initiatives that have a much longer shelf life. Advantages to the "shotgun" bursts is that you get pull that trigger pretty quickly and see what gets hit. Disadvantages are each on of those "hits" if you are fortunate enough to get one, is short-lived. So you have to keep loading up that shotgun.

Sustainable strategies take a bit more planning to target and grow over time. Think applications which evolve and grow over time. Users, consumers, and customers build affinity for that service through the interactions they have with it. These become both interaction and feedback "loops" which over time can be sustained if designed right. Thing about iGoogle.

I suppose the lines can completely blur between the two. As I think about my experience in the world famous

Hotdogger Blog - Life Inside the Wienermobile Vehicle » Blog Archive » WOMMA Summit [del.icio.us]Today

Ok, so you probably have no idea who a Hotdogger is and what a Hotdogger does. Well, it’s one of us, the guys and gals who drive the Wienermobile, criss-crossing the country, looking for bridges that are high enough to drive under so we don’t get stuck . We thought it was only fair that you get to see the inside of the Wienermobile.

My Blogging "Secrets" RevealedNovember 20

The thing about people who write blogs (notice I didn't say bloggers) is that we don't have a ton of secrets to our "craft". If you choose to follow what we do, you'll pretty much figure it out for yourself. That said, Steph Grenier has put together a book called Blog Blazers where 40 indivuduals including the likes of Seth Godin, Steve Rubel and Rohit Bhargava share their tips. I'm in it too. Here's what I said:

SG: What makes a blog successful according to you? Is it traffic, reach, revenue, etc.?
DA: In a word—influence. Influence is the most important way I can think to gauge a blog. It’s not easy to measure influence, but popularity has something to do with it. The broader a blog’s reach, the more influence it has. The more people a blog influences, the more successful it is. It’s not about size—you can influence people in niche groups.

SG:When did you decide you finally reached success with your blog?
DA: Having it featured in the print version of BusinessWeek. Here’s one of the few magazines that I admire and actually read and there’s my blog—in full color! At that point, I felt I had crossed into a different league.

SG:How long does it take to become a succ

Get Satisfaction - People-Powered Customer Service [del.icio.us]November 19

Real conversations with company employees and other customers who will answer your questions about the products and services you use.

Toward A Culture of Rapid ResponseNovember 19

(Frank Eliason of Comcast speaking at WOMMA Summit 2008)

"So forget social, forget networks, forget mobile—it’s all about the end customer/user experience. Think like a real person. We don’t draw the line between them. In the end, out interactions with people, brands, and companies will either be either extraordinary, good, ok, terrible, offensive or not worth talking about at all. Social or no social. The line is dissolving and in the end it’s how we feel about what we just experienced that matters. Creating a rapid response culture will be critical to organizations because if they can’t respond at the same pace that their consumers can, it starts the interaction loop off on the wrong foot."
Read the full post at Experience Matters