Noodle X: Anonymity, Marketing and Predicting the Future

Anonymity, Marketing and Predicting the Future shows that, although each culture has its own concepts of “anonymity” and “marketing,” anonymity will prove to have been a temporary phenomenon in most human cultures because communications technologies are counteracting it. Moreover, based on my studies of and experience with sociology, evolutionary psychology and technology, I observe that 20th century marketing is grounded in anonymity, so we can predict the future of marketing by exploring anonymity and its relationship to marketing.

In brief, marketing’s influence is most poignant when anonymity is high and the marketing “target” is ignorant of the product/service and how to use it. In this scenario, the target is most open marketing’s influence. Read on to learn how marketing is related to anonymity, where anonymity is going and how marketing can transform to strengthen its influence.

Marketing organizations that do not transform will be sidelined because anonymity is dissipating fast.

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Agency Report: Advisory & Services Firm Social Business Adoption 2012

Agency Report: Advisory & Services Firm Social Business Adoption 2012[UPDATED] Marketing, advertising and public relations (MAP) agencies have comprised the largest share of the “social” advisory and execution firms for many years. Most of the other advisory firms are relative late entrants, with the exception of some Analyst and Enterprise I.T. firms. Communication forms the core of social technologies, and MAP agencies have been pivotal in leading the growth of social media activity in their clients, many of the largest brands in the world.

However, this research survey argues that, although social media will remain an important portion of the total economic value produced by using social technologies, it will devolve into a minority portion. Collaboration and pervasive innovation will be the majority, which will require enterprise business process transformation. MAP agencies lack competencies in management consulting and enterprise transformation, so they are in an ambiguous situation, being the leaders in social media, a shrinking market in the medium to long term. This report shows how agencies can navigate these rapids and how their clients might best partner with them for […]

Strategy Report: Advisory & Services Firm Social Business Adoption

Strategy Report: Advisory & Services Firm Social Business Adoption 2012[UPDATED] Strategy firms are the most trusted names sought by CEOs and boards of directors who are reevaluating their companies’ identities, strategies and operations. Strategy firms have been making measured investments in social business over the last few years. Their knowledge of enterprise transformation is deep and broad, and they all have proprietary methodologies for most aspects of the strategy and transformation life cycle. They have deep and broad expertise in market analysis, competitive analysis corporate core competency analysis and virtually all aspects of operations. Many firms have large business transformation practices that explicitly guide clients through profound redefinition and change.

Strategy firms have extensive core competencies that could enable them to offer social business strategy services. In addition, Strategy firms are significant producers of thought leadership relevant to corporate and business strategy as well as operations. Most firms field high quality management journals whose papers are written by their consultants. Many have research boutiques or even full-fledged businesses for research and thought leadership. However, they are challenged by very conservative cultures […]

Create More Opportunity with a Career Mission

You can create more opportunity with a career mission, especially when you don’t get distracted by traditional career or job search concerns like whether you have a “consulting” or “employment” relationship. Here I’ll share how you can create far more opportunity by changing your assumptions about work, tapping the Social Channel and aligning yourself with the emerging Knowledge Economy. To illustrate the point, I’ll use myself as an example because I’m a veteran of many types of “work arrangements.”

It’s the good news-bad news story of the almost-decade: legacy “work” and “jobs” have permanently gone by the wayside as the primary means for people to be productive in “modern” economies (bad news). However, people can create a higher quality of life by adopting a more flexible approach to work, and organizations are crying out for flexibility (good news).

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Brand Survival Depends on Improving Customers' Lives

It is exciting to see widening recognition that brand survival depends on improving the lives of customers, not merely “pushing product” as they are accustomed to doing. In the latest example, Business Should Focus on Sociality, Not Social “Media”, Umair Haque offered a case for the end of social media and the disruption of many Industrial Economy structures, namely the social contract.

As regular readers well know, I agree with Haque’s key thesis, that brands need to jettison their legacy focus on products/services in favor of dedicating themselves to helping users achieve outcomes while using their products. I have often written that humans and their organizations will have to adopt a more collaborative and responsible attitude and approach in general. However, I don’t agree with him that there’s only one way to do “sociality” as he implies by his assertion that brands have an “existential responsibility” to “the art of living.” Here I’ll explain the differences, which will help brand stewards understand the nuances of brands’ disruption.

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Federal Reserve Bank of Chicago Economic Forecast

Federal Reserve Bank of Chicago Economic ForecastI covered the Federal Reserve Bank of Chicago Economic Forecast last week, where all speakers issued this refrain: “More of the same.” Key economic indicators have been stuck in neutral—the proverbial “sideways” movement—so the consensus in the room was one of faint frustration tempered by gratitude. Everyone had lived through worse.

The current “recovery” is underperforming any other in recent memory according to many measures, especially employment.

The conference was very well organized and featured expert presenters. Reading between the lines, I perceive significant opportunity that will surprise most people. After my notes of speakers’ remarks, I’ll share my thoughts on 2013’s opportunity that is evident when one regards “the economy” from a different point of view.

Everyone wonders what kind of presents we will open in 2013 (right).

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Knowledge Economy Products and The Future of Manufacturing

Knowledge Economy Products[UPDATED] Several profound market forces are preparing the ascendancy of Knowledge Economy products, which result from collaboration among designers, artists, engineers, customers and firms. This represents one of the Knowledge Economy’s most exciting-yet-disruptive elements: “products” will cease to be dominated by monolithic factories that mass produce virtually all items that people use and consume. Moreover, people have an inherent joy when they can make things for themselves, their friends and their families—and a dramatic new wave of creativity and innovation is imminent. To help you wrap your mind around Knowledge Economy products, this post will recall what happened to mass media and entertainment industries.

Knowledge Economy products are conceived, designed, prototyped and fabricated in the Social Channel. Best practices in open source, Agile development, design and Web development will unleash continuous innovation at a scale and pace we’ve never seen before. Knowledge and innovation will be free in the Knowledge Economy because all supporting processes will become an order of magnitude faster and cheaper. Firms and brands that do not recognize and respond quickly enough will become irrelevant.

Most brands can […]

Bank Branch Disruption Enables Unusual Opportunity

Branch disruption enables unusual opportunity for bank executives who consider transforming their relationships with clients. More generally, retail banking provides an excellent example of an Industrial Economy industry whose services are facing commoditization and weakening profits due to the waning of the Productized Channel of Value. In 2013, bank branch networks are under intense scrutiny because they are expensive, and client visits have been falling steadily for several years as e-banking and m-banking adoption have accelerated. Astute banks will use branches to transform their client relationships by leveraging the Social Channel. Here’s how they will do it.

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Social Business in Insurance: State Farm's Chicago Coworking Space

social business in insurance: State Farm's Next Door taps The Social Channel to engage millennials/Gen YNext Door Chicago is a newish concept for State Farm Insurance that’s a great example of social business in insurance. It differentiates the firm by interacting in the Social Channel. The Lincoln Park/Lakeview community center and coworking space is notable because its DNA is empowering people to improve their lives through financial education. Next Door offers free coworking space and wifi, classes on financial management that are free of product pitches, free events (some financial, some art showings and other diverse events), free conference rooms and an energetic environment. Only the optional coffee bar is paid.

Next Door’s main online presence is oriented toward free membership. Members can book space, sign up for classes and hold events. Here’s IDEO’s case study on the concept and design process.

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The Social Channel of Value [Executive Summary]

The Social Channel of Value explains our era’s drivers of economic transformation and how leaders can use them to strengthen their careers, organizations and communities. Profound shifts in human beings’ means of production restructure society and business because they alter the amount of “value” human work can create as well as the type of “products” that encapsulate people’s work. Individuals and organizations that notice, observe and understand these shifts early on can improve their relevance and competitiveness. Many of those that do not respond quickly enough go down with the ship.

Since the Social Channel is so important, I have published the Social Channel Trilogy, which is summarized here. Find even more information on the Social Channel home page.

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