Skip to main content

Sweet Spot


How do you create a digital strategy that involves customers in an energized social community? How do you create an engaged, active “go-to” website? 

Prophet's David Aaaker says, You must change the orientation of marketing from selling the offering, the brand, and firm to becoming an active partner with a shared interest program around a customer’s “sweet spot.” A sweet spot reflects customers’ “thinking and doing” time, beliefs and values, activities and passions, possessions or places they treasure. Ideally, it would be a part of, if not central to, their self-identity and lifestyle and reflect a higher-order value proposition, much beyond the benefits provided by the offering.
To illustrate, Pampers went beyond diapers by creating the Pampers Village community that provides a “go to” place for all issues relating to babies and child care. Its five sections – pregnancy, newborn, baby, toddler, and preschooler – all have a menu of topics. Its online community allows moms and soon-to-be moms to connect with each other to share their common experiences, issues and thoughts about how to raise a healthy, happy child. The program demonstrates that Pampers understands mothers, and works to establish a relationship between the brand and the mother that will potentially continue throughout the mother’s Pampers buying life.

Comments

Popular posts from this blog

Is Liberalism under attack?

I believe the answer may be yes. It's yes because two powerful states in Asia: China and Russia have consolidated authoritarian regime, that the end points may not be visible soon.  These two forces are working tirelessly to globalize oligarchy and authoritarianism. Their gospels has been noised abroad. Their influences influences have been displayed in some nations (with pseudo democracy) in the global south,  In Africa, liberal democracy have been badly weaken by the character of people in leadership: abuse of offices, stealing of public funds without questions and necessary punishments, plus rigging of presidential elections, leading to changing fortunes ànd quagmires. Beside, the curent hyper-inflation in Nigeria is blamed on the recent resurgence of Adams Smith and liberal economics doctrines (and partly by loyalty to Washington consensus: policies and insititios designed by the US government to globalize capitalism and it's associated cultural systems). The market is now

Education vs learning

  From education to learning Education is the hustle for a credential. It exchanges compliance for certification. An institution can educate you. Learning can’t be done to you. It is a choice and it requires active participation, not simple adherence to metrics. Learning is the only place to find resilien¹ce, possibility and contribution, because learning is a lifelong skill that isn’t domain dependent. Most of the learning moments in our lives are accidental or random. A situation presents itself and if we’re lucky, we learn something from it. We built the RTS COLLEGE GROUPGONLINE to you learn intentional. The last day for September is August 25th. Follow this link tp enroll www.rtse.yolasite.com I hope you’ll check it out. Learning is our best way forward, because learning creates community

Derekian Chauvinism

Years ago, Derek Chauvin unintentionally killed George Floyd by kneeling on his neck at an arrest point. The US justice misnamed his action a "Third degree murder", as if killing operates at boiling point measured in Celsius scale. Chauvinism is a word used to describe excessive and often irrational loyalty or bias towards a particular group, such as one's own gender, nationality, or beliefs.  It can manifest as an unjust belief in the superiority of one's own group and the denigration or discrimination against other groups. For example, sexism, nationalism, and religious chauvinism are specific forms of this behavior when it relates to gender, nationality, or religion, respectively. Chauvinism can be harmful and contribute to discrimination and prejudice. However, Derek Chauvin's version was different. Angry protesters branded it as an unjust action directed at the black-race, based on the US historical records of division among colour-lines. It was heuristics, a