Google Search

Media stories of late have talked up the stories of Google competitors making inroads into search.  Stories include the usual suspects; Yahoo, Microsoft as well as a ‘scientific upstart’, Wolfram.

As many challengers as Google may have, none of the  contenders, including Google, have done anything new for a considerable period of time.  Search, just like the mathematical variant that appears to be proposed by Wolfram, is in a backward facing reality.  These words were popular yesterday.

Google and others would have you believe that if you stake a claim in yesterdays fashion, you will win tomorrow.  On the other hand this statement would be considered absurd by almost every perveyor of fashion or any other product or service.  Yet when Google says it, everyone believes.

To those who belive I suggest two stories;  “The Emperor Has No Clothes” (gentle) and its original source “The Three Thieves” (raw & real).

Cheers,

Nick www.neuropersona.com

CNO Chief NeuroScience Officer

 

Who is a CNO, a Chief NeuroScience Officer? 

How many corporations have a CNO, a Chief NeuroScience Officer?  As of today only ONE.

A CNO is not a fMRI or EEG operator, not a marketer–but what then?  Like any other dicipline the most common thing that is required to be successful is to be a…storyteller.

Chief NeuroScience Officer (CNO)

Chief NeuroScience Officer (CNO)

 

A CNO is responsible to tracking stories and numbers inside and outside of the enterprise and understanding the alignment needed to serve CUSTOMER PERSONAE.

In this Financial Crisis markets have changed, though stories are common to sellers and buyers.  https://marketstory.wordpress.com/2008/12/15/once_upon_a_market/

In the diagram above notice that content (stories) influences processes and processes influence action.

Cheers,

Nick www.scenario2.com

NEUROMARKETING STRATEGY

If we want to serve our clients then ALIGNMENT of  Persona to our strategy is the objective and the STORY LENS is the tool.  A Persona represents buyers and our Strategy aligns our assets for profitable sales. 

  • A Persona mask helps us serve buyer needs ->ANALYTICS or numbers keep us on track.
  • A Strategy aligns our Enterprise assets to sell to Personae ->STORIES guide us.

BALANCE occurs where Description meets Perspective when using two common tools:

  • STRATEGY where Description trumps Prescription–>Clients know their business best
  • ANALYTICS where Perspective trumps Precision   –>Clients change so quickly that Precision kills.

Cheers,

Nick www.scenario2.com

Wii Music Brains Apple!

Apple has reworked the Music distribution business model by controlling the ‘ears’ and the software ‘APPS’ or application business model by controlling the ‘eyes’.  Now comes the ‘BRAIN’ with GAMES or rather the brain on music?

But why would Apple combine music and gaming?  Wii Music.

Engagement, social interaction, fund.  Wii Music.  Up until now the Apple products, in my opinion are about the Lone Ranger.  Wii blew by them.

Will Apple catch up?  NO WAY!  🙂

Cheers,

Nick www.scenario2.com

Once Upon a Market

Once upon a time a market, bazzaar or souk was a place where people traded, bought and sold goods.  Today many markets are needed to support intereactions which eventually result in the exchange of goods and money and any company or person that doesn’t re-define what they consider to be a market runs a very high risk of failure.

Consider the product and brand of Brittany WOMANIZER where many markets working together in order to determine success or failure.  Markets of industry opinion, news or rumour content, music and markets of communities that impact the success or failure of any product or brand.

Gone are the days where one buyer and one seller meet and exchange goods for money in one place, at one time and in one context.  This is true even when buying and selling on the web with a shopping basket and for those who need to know we work with www.kikm.org to identify market success patterns and how to align buyers and sellers.

Cheers,

Nick www.scenario2.com

Neuromarketing Beast Cripples Detroit

THE DETROIT NEWS Monday January 6, 2003
“Your car is the message. So Sexy beats Utilitarian.”
… This is where the future of cars is going in America. More reptilian sexy cars and trucks, not more boring, fuel efficient small anonymous vehicles. Why? The reptilian always wins.”

Does this sound like Neuromarketing?

Just like Detroit, some Neuromarketers seek ways to stimulate the Reptilian brain to make a person buy. The Japanese marketers, unlike the Detroit marketers, countered with a little bit of Reptilian and a lot of quality for the price.

Guess who won?
The Detroit three are looking for cash and a way out of commercial and social contracts.

Is Neuromarketing to blame?
Neuromarketing is measurement technique and like most measures it is backward facing. Neuromarketing looks at the past and assumes that it will repeat. It might have been used effectively to complement quality as it was used by the Japanese.

We can explore positive ways to explore and employ Neuromarketing here.

Cheers,

Nick
http://www.scenario2.com

Persona Innovation & Creativity

Creativity and innovation are vogue right now as companies look for ways to weather the financial and economic storm and search for new ideas.  A Persona helps us start by understanding where we are and look at our old friends first.

1.  Build 2 Persona perspectives that reflect your best products and 2 that reflect market leading products.

2.  Identify the products and processes of the products your or your competitors are about to roll-out.

3.  Look at the 4 Personae and analyze if your company and customer expertise is close.

Why do we do this?

If the processes and stories served by the new producst, reflected by the 4 Personae, don’t match the expertise that we have today, then we must adjust.  This allows us to balance the product design or delivery or communication as we go to market.

Educating our own people is easier once we understand how their expertise compares with the demands of our customer Personae and the products we are about to deliver.

Cheers,

Nick www.scenario2.com