Owner: nielsenandcompany.com|the blog URL:http://www.nielsenandcompany.com/blog Join Date: Fri, 07 Dec 2007 16:52:48 -0600 Rating:0 Site Description: Dealing with business matters providing new angles to current and common issues. Site statistics:Click here
Best sales pitch ever? History will tell. If not, you can. 2007-12-10 09:03:35 Just wanted to share this pitch (early sales stage) which was sent off today dealing with an organization’s brand. We would love comments from professionals or non-professionals reading this blog:
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Dear xxx
thanks for a nice conversation some days ago and a nice phone chat today.
Common history and possible common future
To follow up, as I told you, I’ve been perusing your site and been reflecting the site against your brand in order to see connecting points. As a consequence of our meeting and my actions, I would love to give you a few suggestions on how you can enhance your brand making your message come through - even to the sceptics now disabling their listening abilities when hearing your organization’s name.
On your company
I really hope that you don’t mind me giving this sales pitch, but I see that the Gordian knot is not letting us (nor any other consultant) get in as an external know-it-all saying the whats, the whos, the this and the tha Read more:History
Wanted: Shoes and accessories chain 2007-12-10 05:52:01 We are looking for a shoes and accessories chain eager to define the company as the market leader.
Means
We will present and utilize a method where the chain will learn to use their organization, their whole organization and nothing but their own organization in order to reach their short-term and long-term goals. The chain will be able to reproduce the process even when we have finished our task.
Time-scope
1-6 months depending on management.
Result
A better and more transparent organization, improved sales on a short-term basis as well as improved customer loyalty on a long-term basis.
What’s next?
Contact us.
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How to use a simple golf ball when assessing the impact of a perceived crisis 2007-12-07 08:37:54 When working with a sequence involving stressful, extraordinary and critical events and situations, one of the challenging issues is making the management understand what they are facing and the impact
it may have on the company. To do so in a very simple manner, you can use the three-layer golf-ball as a metaphor.
Any stakeholder you ask will say that companies can be summarized into three simple statements: (1) What the company is - The brand; (2) What the company can - The organization; and (3) What the company does - The output.
You don’t need to be a golf player to understand that the golf ball’s shell can be compared with the output, output as in products, services and everything else that is visible for all stakeholders. The next layer, which is a little softer in a golf ball, often functions as an enhancer as well as a “glue” between the shell and the core. Very much just like the organization functions, as a reinforcer making it possible to execute t
Personifying the company 2007-12-06 02:46:51 The common view on this issue, is that personifying or personalizing a company
is a modern innovation that came with mass-marketing and branding. But actually, the basis for the personified company came about much earlier.
From a legal point of view, it started with the Companies Acts of 1862 in UK which became a popular model copied throughout the world. With the introduction of Companies Acts you could create separate legal entities (just in the same way as individuals are separate legal entities) making it possible for an organization to get a life of its own, working in its own interest and being responsible for its actions in such a manner that it also could be sued by its owners (for example as Ericsson are being today).
From a communications point of view, it started earlier. Although critics during the late 1800s regarded companies as “soulless institutions” - which critics still do - the personifying of offerings had been around for an even longer period. In his bo
Who is YOUR customer? 2007-12-05 07:27:40 That used to be a simple question to answer in the old days. Nowadays - especially when dealing with Web 2.0 solutions - the question becomes a little more complex.
Nowadays customers are very seldom possible to define into only one person. You need to define your customer even further by defining several roles. The B2B-industry have been doing it for years, now it is up to B2C to embrace the same issues.
In B2B you have several customer roles, which when defined will help you in the sales/communications process. You have the one ordering the product/service, you have the one using the product/service and you have the one paying for the product/service. Each of the roles must be addressed during the sales process. Old news for B2B-agencies, rather new news for the B2Cs .
Next time you are in the process of introducing a new product or a new service, think about the customer roles. If you don’t find a solution, feel free to contact one of the consultants at nielsenandcompany.com.
Redefining the C-word 2007-12-04 03:59:34 People choose to use the word ‘crisis’ when describing highly distressful matters. “We have a financial crisis.” “We have a production crisis.” “We have a crisis in our organization.” “We have a PR-crisis.” “We have a _____-crisis.” Feel free to fill in the empty spot, but before doing so, check out what happens when you do so.
Although ‘crisis’ may seem as a fitting description for the individual, or a very effective way for newspapers to sell more copies, it is a very ineffective word when dealing with the matter at hand due to its vagueness and its negative emotional impact. ‘Crisis’ connotates and creates fear, and fear is the most effective vehicle in disabling the individual’s potential of finding and implementing solutions.
Although consultants at nielsenandcompany.com don’t mind you - nor our competitors - using the C-word, we prefer to describe whatever our clients are f
What’s up with Ericsson? 2007-12-03 01:59:22 Yes, what’s up with Ericsson
?
I got the question on the phone from a friend of mine a couple of weeks ago. He was driving through Sweden while talking to me.
- Their five year plan has expired, I replied, using my gut feeling in combination with my knowledge of Ericsson the last 10 years. - They probably haven’t updated it.
- What do you mean?
- Obviously they predicted some problems in 2001, which made them create a 5 year plan remedying the problems based on an analysis of current status. The plan commenced rather immediately. I remember a lot of friends with leading positions at Ericsson that had to go during that period. The problems hit real hard the year after, 2002, and Ericsson stuck to the plan making the cure a little easier. A “qualified” guess is that the cure hasn’t been updated all along. Now we see 2007, and here goes…
- Sounds like hindsight if you ask me.
- Sure, hindsight it is. When dealing with hindsight, I promise that we’
Report on advertising 2007-11-30 02:29:21 We are writing a report with the working title: “Where were we without advertising?”
The report will among other things raise issues dealing with financial, public, social, psychological as well as philosophical matters. The report will constitute a white-paper for the advertising industry when working with opinion creation.
Before we set the structure, we would like some biased/unbiased input. Suggestions and comments are welcome.
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When do you seek finance? 2007-11-28 07:58:47 Dear John
I have a friend with a really good web 2.0 project that I am seeking finance
for. We have received a lot of good feedback on the functionality and the looks of the site, and now I want to go forward seeking finance. How should I go about it? PS. We haven’t really started the project yet.
Dear oh dear,
your friend should first of all ask whether he or she is committed to the project or not. If the person is not so much committed that he/she will start up or continue without finance, the person should quit wasting other people’s time presenting it. Besides business opportunities, investors look for personality and commitment. If your friend is not interested in investing his commitment or personality in the project before seeking financing, it is a dead project.
My best suggestion would be that the person in question commit before seeking finance, for example by starting the project, trying it out, checking customer interest and then get back to me.
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3D - Finally a new dimension 2007-11-20 11:56:33 Yesterday some representatives from our Stockholm-team visited the first European presentation of the new 3D-generation.
Although there were some minor technical issues during the presentation that needed to be resolved and that there may be some minor ethical issues to be sorted out during product launch, we can promise you that there will be some nice 3D going your way during 2008 - wherever you are in the world.
PS. We should consider substituting the concept of 3D with 4D. Most of the time nowadays, we are actually talking about four dimensions: Height; Width; Depth; and Time. DS.
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The difference between trust and … trust 2007-12-17 09:29:20 Trust comes in many flavours, and in a developed market economy trust
should in the best of worlds be an unambiguous concept. It isn’t. The most obvious difference
between ‘trust’ and ‘trust’ in a developed market economy is the one you find in the number of connections or degrees between you as a consumer and the product/provider.
1st degree trust can be defined as direct contact with the provider. You know the provider, and you trust them. This makes you buy their product.
2nd degree trust is contact via referral. You know the referrer and you trust him/her, hence you trust the provider. This makes you buy their product. Not as willingly as a 1st degree, but a buy is a buy.
But a regulated market economy put forth more complex trust scenarios since you may also get additional sets of 1st degrees, which is what we at nielsenandcompany.com calls the marketer’s wet dream. The most common example is when the provider needs to follow a set of rules and Read more:hellip
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