behaviour management – think differently

1997 – 2002 flashback In the seventh blog in this series, I wrote about the power of social norms in shaping consumer behaviour. They are very powerful, indeed. The fact is, however, they are equally powerful in shaping the behaviour of business people. Indeed, sheep-like behaviour is as common among business- people as it is […]

1997 – 2002 flashback In the seventh blog in this series, I wrote about the power of social norms in shaping consumer behaviour. They are very powerful, indeed. The fact is, however, they are equally powerful in shaping the behaviour of business people. Indeed, sheep-like behaviour is as common among business- people as it is among any other group of consumers – if not more so, given their natural (though often denied) conservatism.The ‘Think Different’ campaign launch by Steve Jobs and Apple in 1997, was at least in part a response to the natural inclination for businesspeople to operate in line with social norms – doing the same thing and offering the same product over and over. The campaign launched by Jobs in 1997 ran until 2002 and was, in my view, one of the best ten campaigns of my lifetime – which has encompassed most of the advertising age.…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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