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Add MUCH MORE VALUE to your customers,audience... to revolutionize your business.
The basic premises - psychology, human interaction - are still the same. Sometimes though it is hard to see how they apply in new channels. It takes time for new tools to "settle in" into human society, but once they have they become eerily recognizable, tending to old needs.
People are still people. Thank goodness--for my future employment--we are still highly subject to suggestion and we are good at convincing ourselves that we have "relationships" with inanimate objects. But I'd agree that some fundamentals have changed, at least in the sense that digital technology now enables us to get someone to change their behavior without changing their mind. Almost without thinking or feeling at all. Unless the new velocity of a transactions is itself a kind of rush.
The Twitter handle miss was a biggie, and I agree, Michelle, it does beg the question as to who's minding the store. But the decisions made with regard to separating the businesses were based on imperatives and economics that, while running completely counter to customer needs/wants (thank you Hollywood!), they are also out of Netflix's control.
There are so many problems with what Netflix did, but you never know - maybe it's brilliant, except... if the lack of due diligence w/ the Twitter account is any indication, then no one over there is thinking. Sounds like the classic case of decisions being made by committee by people completely out of touch with what's happening on the street.
I'm with you Ted. Someone at Netflix should have read your post before yesterday's botched announcement, particularly the part about "enduring connections." Transparency, while admittedly two months late, doesn't seem to be making up for bad missteps judging by how pissed off once-loyal subs have become.
Effectiveness = Authenticity. Brands have always been about relevancy and distinctiveness. In this age of hyper-abundance, establishing relevancy isn't the issue. However, authentic, enduring connections are more valuable, sustainable (and hence profitable) than ever.
Still there is as many brand images as there is brand users. So that is not different now than before.
The fundamentals have totally changed. It's not a broadcast but a conversation. Can't imagine a bigger change...
FWIW, it seems to be both that we're in a time of great change AND that the fundamentals haven;t changed... after a several-decade long period during which brands could be fabricated and "worked" in the market via traditional channels, almost independently of the product/service being branded, we find ourselves in an environment of increasing transparency... That transparency makes for a landscape on which the most effective brands are the most authentic brands-- the brands that best capture the product's/service's effect and affect, the product's/service's concrete attributes (its function, quality, etc.) and the experience of buying and using it... this seems to me pretty "revolutionarily" different from the dominant practice of the last half-century-- and at the same time, a return to fundamentals.