Consumer Centric + Design Thinking is a mandate


I’m a huge fan of Marketing magazine, so clicking on a Twitter link to a piece on the London 2012 Paralympics, I expected to see the article in full (on my Iphone).  I don’t object to paywalls – but how about this for design/choice complexity! 



The inclusion of sister publications (PR Week, Campaign), and a multi-choice maze doesn’t work well on a smart phone.  I have to admit to becoming a regular  ‘consumer’  and was left feeling overwhelmed, confused and frustrated – and  compelled to CLOSE the page.   

Its another reminder that consumer-centric design thinking must be enshrined through each and every brand touchpoint.  P.s. here's a link to the official games website.




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#YearInReview - Brand Curious: most read posts of 2010

 In case you missed some of them,  here are your favourite posts this year:

  1. a review of the must have social media marketing book Wikipedia + Mentor + Superpower = #micromktg
  2. My unshakable relationship with a coffee brand Loyalty beyond reason = Nespresso
  3. Product innovation of the year candidate ?? Free #Summermash IPhone Bumper
  4. The catwalk comes to the nappy (diaper) category the war of nappies
  5. A simple and effective brand refresh  How to refresh brand equity without alienating your audience
  6. Comeback brand of the year  How #oldspice rescued 30' ads
  7. The best Christmas ad bar none this year Hyundai vs #Pamplamoose = outlandish soundclash
  8. A must read marketing rant The trouble with swatting flies
  9. Delightful US (football) world cup coverage ESPN world cup so far so good
  10. Hmmm.... already out of date Twitter tips ! Twitter 101 smart twips and top links

Its ok to be 'Good Enough'

So I finally relented, and tried Starbucks Via today. Over the last 5 years my pallet has adapted to love only Espresso based coffee, but that was not an available option at an event I attended today.

Out of curiosity I tried Via instead of the brewed Coffee option, and was stunned to find it so drinkable. So much so that I was tempted enough to have a refill - an unexpected positive experience. Yet it wasn't really so unexpected, because they keep telling me it tastes better than brewed coffee...but that just was not believable until now.
For sceptics of Via like myself they could have done much more to get me to try it, to provoke me out of my apathy/rejection.
But how ? As I follow Starbucks on Twitter, they could have sent me a DM or @ message, and I wouldn't have minded that, because I'm enough of a fan to follow them. If they had incentivized me I probably would have driven to a store flashed my Iphone app and tried a free sample, but they didn't.
Ultimately they had my permission to change my mind because I had already reached out to them through my Twitter follow and my Iphone app, but in the end they got me by accident.
I struggle with the fact that by only delivering a 'good enough' (according to me) product they managed to change my perception and make me an advocate. I also struggle with how Starbucks is re-framing its coffee Equity. Do they stand for great tasting coffee or good enough coffee ? Do they stand for a great experience or more frequent good enough experiences ? I think you know which one to choose here ...right ?