Gem of the day

Why aren't more defence and counterterrorism analogies used in marketing and PR? Obvious answers aside, this HBR article unintentionally proves just how wrong that approach is:

"No longer passive audiences, [consumers] can organize to overturn even the most strategic initiatives. The result is a fundamental change that has put executive teams and board directors on high alert...We call this new dynamic 'customer insurgency'...how can organizations adapt to consumers armed with inexpensive weapons of mass collaboration? [...] Create your own volunteer army, and reduce the space for would-be insurgents to gain footing."

That's right, use corporate communications to silence or delegitimize what customers say. Because in the short term it's much easier than redesigning business to create value beyond profit.

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