A year after Karmarama sold to Accenture, the agency’s strategy chief urges advertisers to deliver brand experiences that are more likely to be appreciated and acted upon.
In 1955 David Ogilvy wrote “The customer isn’t a moron. She’s your wife”. While the wording is dated, the point he was trying to make is clear: to create effective brand communication, we need to see beyond the customer and see the person.
More than 60 years later and it seems not much has changed. We live in an era obsessed with the idea of the “customer”. Customer-centricity, the customer is king, the customer is always right and, pointedly, all businesses wanting a seamless customer experience.
But this is exactly where the problem lies. Are we really seeing our wives, husbands, brothers, sisters, friends or fellow man or are we just seeing “the customer”?
The problem is that the terms we use and the language we employ dictate the way we think and behave. When we conjure up an image of a “customer”, we fail to think of someone exciting and inspirational, but instead we think of the bill-payer; the buyer. And if that is the case, we will always only ever be sellers and they will only ever be buyers. They become disconnected from what they really are – people.
Diese Geschichte stammt aus der December 3, 2017-Ausgabe von Campaign Middle East.
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Diese Geschichte stammt aus der December 3, 2017-Ausgabe von Campaign Middle East.
Starten Sie Ihre 7-tägige kostenlose Testversion von Magzter GOLD, um auf Tausende kuratierte Premium-Storys sowie über 8.000 Zeitschriften und Zeitungen zuzugreifen.
Bereits Abonnent? Anmelden
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