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Résumé
Google breaks the traditional rules of branding by changing its logo everyday. Doritos handed over the US premium advertising slot in the Superbowl to a couple of amateur filmmakers. The software industry is well used to 'living a life in beta.' Even Pope Benedict XVI has embraced the inclusive, 'Obama model' of communication with YouTube broadcasts in 27 languages in an attempt to encourage debate.
If the Pope can do loose, anyone can. Loose thinking is at odds with all but the most progressive organizations. Businesses pay lip service to customer collaboration while still exerting maximum control. As Clay Shirky suggests, companies that create products, services and message that are too perfect will leave the consumer thinking 'where is the space for me?' LOOSE shakes up the status quo and shows how prevailing business wisdom needs to change.
If the Pope can do loose, anyone can. Loose thinking is at odds with all but the most progressive organizations. Businesses pay lip service to customer collaboration while still exerting maximum control. As Clay Shirky suggests, companies that create products, services and message that are too perfect will leave the consumer thinking 'where is the space for me?' LOOSE shakes up the status quo and shows how prevailing business wisdom needs to change.
Fiche technique
- Date de parution : 02/03/2011
- Editeur : Headline
- ISBN : 978-0-7553-6156-4
- EAN : 9780755361564
- Format : ePub
- Caractéristiques du format ePub
- Protection num. : Contenu protégé
À propos de l'auteur
Biographie de Martin Thomas
Martin is a freelance marketing consultant, trainer, facilitator, public speaker and writer. He works with a wide variety of brand owners and marketing agencies, providing advice on business, brand and communications planning and the strategic application of social media. He has led award-winning advertising, media, PR and sponsorship teams and has been one of the pioneers of integrated brand and communications planning.His first book, Crowd Surfing, which he co-wrote with David Brain, was published in 2008. Martin is a non-executive director of Sport England and the Commonwealth Games Council for England, and is also a Fellow of the Royal Society for the encouragement of Arts, Manufactures and Commerces (RSA) and a member of the Marketing Society. He remains hopeful of a first Welsh rugby cap, although recognises that time may be running out.
He blogs at www.crowdsurfing.net and tweets at @crowdsurfing.
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