Comments on: Brand Managers and Consumers Rarely See Eye to Eye http://www.hardknoxlife.com/2009/07/09/brand-managers-and-consumers-rarely-see-eye-to-eye/ A Brand Management blog by Dave Knox @daveknox Thu, 18 Mar 2010 00:32:22 -0600 http://wordpress.org/?v=2.8.4 hourly 1 By: paul gustafson http://www.hardknoxlife.com/2009/07/09/brand-managers-and-consumers-rarely-see-eye-to-eye/comment-page-1/#comment-1086 paul gustafson Fri, 10 Jul 2009 05:26:23 +0000 http://www.hardknoxlife.com/?p=1803#comment-1086 As usual, a very good post. I must admit how much I've taken for granted the widespread power of consumer ethnographies by assuming that so many other companies and agencies would be doing them... truth is, they do not. The have not used them to their own advantage to learn, and prosper in creating relevant and contextual products and marketing ideas. Many technology people I have encountered in silicon valley would find value on whether their technology or platforms matter to the potential end user... unfortunately it is not being widely used where it matters. As usual, a very good post.

I must admit how much I've taken for granted the widespread power of consumer ethnographies by assuming that so many other companies and agencies would be doing them… truth is, they do not. The have not used them to their own advantage to learn, and prosper in creating relevant and contextual products and marketing ideas. Many technology people I have encountered in silicon valley would find value on whether their technology or platforms matter to the potential end user… unfortunately it is not being widely used where it matters.

]]> By: thetylerhayes http://www.hardknoxlife.com/2009/07/09/brand-managers-and-consumers-rarely-see-eye-to-eye/comment-page-1/#comment-1083 thetylerhayes Thu, 09 Jul 2009 17:45:00 +0000 http://www.hardknoxlife.com/?p=1803#comment-1083 Ian, why do you say plenty of companies have so clearly used this tactic for many years? Ian, why do you say plenty of companies have so clearly used this tactic for many years?

]]> By: DKnoxMU http://www.hardknoxlife.com/2009/07/09/brand-managers-and-consumers-rarely-see-eye-to-eye/comment-page-1/#comment-1081 DKnoxMU Thu, 09 Jul 2009 14:28:09 +0000 http://www.hardknoxlife.com/?p=1803#comment-1081 Seth - appreciate you stopping by and adding your thoughts. I would agree not enough people are doing this. We still fall back on carefully worded powerpoints instead of letting the real voice of people shine through. It is amazing what people will candidly say when asked and nothing speaks louder than an example like google's <br /><br />Sent from my iPhone Seth – appreciate you stopping by and adding your thoughts. I would agree not enough people are doing this. We still fall back on carefully worded powerpoints instead of letting the real voice of people shine through. It is amazing what people will candidly say when asked and nothing speaks louder than an example like google's

Sent from my iPhone

]]> By: Ian Sohn http://www.hardknoxlife.com/2009/07/09/brand-managers-and-consumers-rarely-see-eye-to-eye/comment-page-1/#comment-1080 Ian Sohn Thu, 09 Jul 2009 13:14:23 +0000 http://www.hardknoxlife.com/?p=1803#comment-1080 Excellent post, Dave. I think Seth's point is well intentioned, but clearly there are plenty of companies - big and small - who have used this tactic for many years. Anyway, that's not the point. The point is that many marketers suffer horribly from the "I told my sister about this product and she thought it was great" syndrome. Sorry, but your sister, mother, wife, you are (1) biased, whether they realize it or not (2) not statistically significant. Excellent post, Dave. I think Seth's point is well intentioned, but clearly there are plenty of companies – big and small – who have used this tactic for many years. Anyway, that's not the point. The point is that many marketers suffer horribly from the "I told my sister about this product and she thought it was great" syndrome. Sorry, but your sister, mother, wife, you are (1) biased, whether they realize it or not (2) not statistically significant.

]]> By: seth godin http://www.hardknoxlife.com/2009/07/09/brand-managers-and-consumers-rarely-see-eye-to-eye/comment-page-1/#comment-1079 seth godin Thu, 09 Jul 2009 12:46:14 +0000 http://www.hardknoxlife.com/?p=1803#comment-1079 "New" in the sense that virtually no one outside of a big company like P&G has actually done this. Walked into customer support and said, "watch this." Gone to a sales meeting and instead of a ppt said, "watch this." That's what I mean by new. "New" in the sense that virtually no one outside of a big company like P&G has actually done this. Walked into customer support and said, "watch this." Gone to a sales meeting and instead of a ppt said, "watch this."

That's what I mean by new.

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