I once managed a Zambian subsidiary of the pan-African cellular network Celtel. Even in our most challenging environments, such as DR Congo, the company won consistent praise for its honest dealings and abstention from corrupt practices. Celtel and other firms that succeed in these settings offer four moves:
Sometimes, a perceived weakness of the product (or service) or brand can be re-framed into a positive point of differentiation by telling a story that helps change the way people think about it, or by adding meaning to this perceived weakness.
The primary role of the Chief Marketing Officer is to be the voice of the customer for the brand-business. The CMO embodies the customer informing the organization. Customer understanding and insight generation are the CMO’s highest priorities. Sure, the CMO has numerous other functions these days. But, being the voice of the customer must be the number one function.
Watch James Cameron’s blockbuster, and you might attribute the Titanic’s sinking 100+ years ago to hubris — the ship was moving too fast through iceberg-laden waters. But the causes of the disaster and its morals are more complex than that, and they contain important learnings for any organization trying to move quickly in unfamiliar territory:
Streaming brands have become scavenger brands. Streaming brands are focused on scavenging for new subscribers with little focus on current customers. Scavenger brands survive by relentlessly seeking larger subscriber numbers to satisfy investors and analysts. Scavenger brands are the hunters and gatherers of the modern age.
