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The class of 2012 appears to be the largest class of students to hit the college scene. This fall, they will be making their presence known nationwide at 13.6 million students strong. Estimates show that these four-year college students will spend around $4,000 on books throughout their college career. But now, a new eBook service from CafeScribe claims to be a new, easier, greener and less expensive service with which to buy textbooks.
Here’s a recent quote from Allen Adamson’s blog (author of BrandSimple and the soon-to-be-released BrandDigital):
“The first step in any good brand strategy, the first step to becoming a successful brand, is to get significant and useful insight about your customers. What, as a brand, can you offer that is relevant to them and is different from what they already experience?...In the brand world, understanding what the people want and delivering it better than the next guy is the real heart of gold.”
Excuse the fact that this presentation deck is 320 slides: a virtual summary white paper on the mobile revolution to come. And pardon the fact that a few of the slides are difficult to read. In spite of these minor distractions, this presentation from Brian Fling is a good compilation and expansion of other information I’ve seen regarding the impact mobile will have on our society.
Brands are built on experience, not advertising and marketing. As much as those of us in the marketing industry would like to believe that good advertising will overcome a mediocre or poor brand experience, it just doesn’t work that way.
There is an old adage, “Nothing will kill a bad product faster than good advertising.” It’s true. All a good ad can do is compel you to try something. However, if you do try a product, service, or place and you end up having a disappointing experience then you are gone, and any future advertising for that product – no matter how good it is – is subject to suspicion and disbelief. That disappointing experience could be at a retail establishment, on a website, at a trade show, with a B2B vendor, or actually using a product or service.