Do you know about - The Credibility Loop
World Finance Corporation! Again, for I know. Ready to share new things that are useful. You and your friends.Now and then
What I said. It isn't outcome that the real about World Finance Corporation. You see this article for home elevators what you want to know is World Finance Corporation.How is The Credibility Loop
In the old world we went to school to get information, we trusted legal and other authorities and we consumed advertising as entertainment. Most habitancy at the age 30+ remember a time when everybody arrived to the cinema ten minutes before the movie started just to see the commercials. Today we get data nearly everywhere. We demand authorities as they serve the system, not the people, and advertising has become or soon will be the most unreliable kind of information. Advertising is one-way communication and today the consumer want and demand interaction.
We are getting more critical, well-informed and we want to crusade and find data ourselves. It's more or less a rule that we often ask friends or small communities/subcultures about references; we of course don't believe an ad at page 3. The advertising manufactures has for a long time produced low-refine but over-paid material, and this will not be inherent in the future. We all know that in today's media buzz it's hard to get your voice heard, and one more advertising campaign is not the best clarification to get you through the noise.
It's the phenomena of advertising itself we question, and all the (in all other senses) smart business men/women that are retention yesterdays advertising culture under their wings. There are lots of examples that advertising doesn't boost sales. So why do we still have a culture of an "advertising-landscape", with high-priced ads that do not originate what they should generate?
Fear
Which fundamentals are used for setting up a media budget? We can only speculate, but we can of course say that the psychological impact is heavy. The hunger for protection and the fear for failure are stronger than questioning what's done before and the outcome of it.
An high-priced and unsuccessful advertising campaign can't be justified due to financial or rational arguments. But with emotional and psychological reasons this often happens. What we are seeing is a global mass psychosis where a group of clubs (advertising agencies) with success are selling a goods much overrated. How could this happen? Has advertising turned into a very high-priced assurance premium?
Perception
The perception of the recipient has changed. With Internet, and in some parts the globalisation (from a clear point of view) habitancy today have a unique possibility to demand the power of advertising. Yesterday it took days or months to spread data that today only takes a second. Nowadays habitancy prefer to get their values, impacts and advices directly from crusade engines on the web, from friends, influent sub groups or editorial press. An example: If you going to New York and want to stay at a of course special hotel, would you check the hotel ads? Not likely. You rather ask a friend or read the hotel reviews. Very few would trust the hotel ads: they are subjective and only deliver the hotels message. How trustable is that?
Gnp
Some clubs advertise for more than some countries Gnp. One trillion, or one thousand billions (1 000 000 000 000) Us dollars, low estimated, was spent on advertising in 2004 worldwide. Only in the Us it was spent at least 500 billions (Procter & Gamble spends most: 2,9 billions).
Compare this with the 1.1 trillion dollars (1 118 000 000 000) that was spent 2005 worldwide on troops expenses, or is this cheap for something that Al Ries, the Us marketing strategist describes as "...advertising's dirty diminutive secret: it serves no beneficial purpose"?
So...
We would like to challenge the Gnp facts above with a holistic and humanistic question; how many starving people, which estimate of animal species under threat of extermination and how much rain forest could be saved with just a fragment of this money? An curious and very prominent discussion, but in this issue we have decided to incorporate on the business part of the situation. We have an alternative to today's advertising-landscape as we think it's more thorough to originate trustable communication and brands by improvement of new products and services. It's all about creativity, innovation and design. We call it The Credibility Loop.
Before the line
You need an arsenal of hygiene factors just to be on the market nowadays. All competitors have good quality, good service, good distribution, good personnel, good price, good communication and good whatsoever...At Sony there is a saying that all products have the same function, performance, technology and price. The only thing that differentiates their products from their competitors is design. Why not putting most efforts in developing good manufacture then?
There's lot of talking going on inside the creative industries about Above the Line (Atl) and Below the Line (Btl) communication. In the red angle sits Atl, which concerns traditional advertising in magazines, radio, Tv and outdoor prints. In the blue angle we will find Btl, which concerns Pr, web, Dm, retail communication etc. If you ask us, Atl is knocked down. But we take the issue one step added and introduce our own Btl: Before the Line. Our Btl dances like a butterfly and stings like a bee...
Faster horses
Up to today the marketing habitancy have been in fee for entering new products to the market, and this (only) because their job is to know what habitancy like and want. But do they of course know what habitancy need? It's more curious to see what habitancy are doing instead of listening what they are saying. Look at your children; they do like you do, not like you tell them to do. And Henry Ford would probably got the answer "faster horses" instead of "a vehicle with a motor on four wheels" on a direct demand about peoples' needs.
We think the marketing habitancy quite often have the same narrow-minded thinking. A lot of them don't see beyond existing categories and often goes for what's already ready and possible.
So, let a creative manufacture culture sweep through the organisation and incorporate the innovative minds from the R&D group with the outgoing ditto from the marketing department. It is only by combining separate skills and mindsets you can originate real innovations that give you the possibility to convert the future.
As you can't win the advertising battle - go for a ride with the Credibility Loop!
Let the products talk themselves. Give them a raison d'étre, personality and a soul! It's probably the best way to differentiate a goods offer. And out of a strictly financial point of view: what are the reasons not yield products that describe effective itself?
Why not change money and efforts from the end (advertising) to the start (R&D) of a goods life cycle? By doing this clubs can be much more innovative and it will give them the possibility to build-in communicative qualities into the products from the start. And by giving products and services a better meaning, the opportunity is much greater that the target group will source them voluntarily.
A good example: When iPod was introduced year 2001 Apple spent 24,5 million dollars to open the product. A huge estimate of money, but still probably just a tenth of how much the cost would have been to reach the same global success with a less curious product. Good manufacture and word-of-mouth did most of the job.
Design = economy as the great Swedish graphic designer Olle Eksell described it already back in 1964. Finally: It's all about taking fee of the situation.
A manufacture strategy has its tentacles everywhere
We are clear that clubs will build a much more credible brand with good manufacture and innovation strategies instead of only wrapping up the products with ads in the end. The advertising money is much better used for innovations that makes a distinction and that advantage both business and society. Who doesn't want to make peoples life better, more equal and hopefully happier by developing more curious and sustainable products or services?
Some may argue that everything will be copied: goods or service. Of procedure it will, if it's thriving enough. When everybody has the same technology copies will always exist. So you have to differentiate and be unique, you need to be smarter and pro-active. A good way transmit is to be less technocratic and more pro-cultural, because the cultural values of a corporation are the most difficult part to blueprint by the copycats. By having an integrated manufacture strategy within the corporate strategy (together with marketing, Hr, R&D, finance etc.) you will come very far.
We are all well-known with the argument from the eighties and transmit about brands: "Our brand is our most significant asset". Today it's base talks, and a hygiene factor. Nowadays the manufacture strategy is the "new" brand strategy. thriving clubs with a clear manufacture strategy like Apple have understood that the manufacture issues must be discussed and decided at the top supervision levels.
A manufacture strategy should have its tentacles in any place in a corporate strategy, that's why it's significant and an unbeatable competitive advantage. It's beyond corporate identity and graphic manufacture questions; it's about everything that happens in your company. How does your customer aid respond, do you have fresh flowers and fruit in your office, what kind of music is played in the reception, is your logistics fully optimised, how is your goods or aid packed and how do you expose it? everything counts, nothing is unimportant, you have to have holistic view and conduct the process - the manufacture process. It's your most prominent process, because manufacture helps you to consequent with your communication. And with good communication you will reach out and become a happy and hopefully clear part of your costumers' minds.
To summarise the everlasting brand discussion: A brand and its value is the outcome of a manufacture process.
Our windup
Today we all know that we have to develop, innovate and find new ways to survive - either it's business, personal or environmental concerns. At David record we take our responsibility and focus on a business dilemma - why advertise when you can do something more excellent and of course both build your brand and sell more products/services by innovative R&D?
As you read above we argue for a shift from advertising into a manufacture focused R&D. Agreeing to us this is the only way transmit into tomorrow's society and business life. manufacture is also the best way to visualising your brand and your business strategy.
Be smart, demand the advertising thorough and go for a ride in our credibility loop, or in other words: build your brand through a smart manufacture strategy.
I hope you will get new knowledge about World Finance Corporation. Where you'll be able to put to use within your life. And most importantly, your reaction is World Finance Corporation.Read more.. The Credibility Loop. View Related articles related to World Finance Corporation. I Roll below. I have counseled my friends to help share the Facebook Twitter Like Tweet. Can you share The Credibility Loop.
No comments:
Post a Comment