Have a look at my Super Bowl rant on tompeters.com:
We live in an age of smart consumers who are not easily sold. A rule for this marketplace: The more people you try to talk to at one time, the less effectively you communicate with each individual person.
"When Steve Yastrow writes, I pay close attention"
- Tom Peters
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Encounters:
The Building Blocks
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In addition to writing, I spend most of my work time helping companies unleash their potential by creating better connections with their customers. This happens through my speaking events and through Yastrow & Company consulting engagements, where my team and I help companies figure out who they intend to be in the future, and then engage the entire company in creating that future through strong "We" customer relationships.
Before starting Yastrow & Company in the mid-90s I was vice-president of resort marketing for Hyatt Hotels. My experiences in the hotel business showed me clearly that most marketing doesn’t happen in the marketing department. Customers are paying attention to all interactions with a company, not just the promises made in traditional "marketing communications."
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Awesome, Steve. I love the category name “brute force branding,” by the way. Tells it like it is.
“Brute Force” is the mindset we’ve been taught about marketing … and it just doesn’t work anymore, for lots of reasons. Over time, I will post on what those reasons are.