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The New Five Ps

Seems like J&J have latched onto the “P meme” with Kimberley Kadlec (J&J) speaking to purpose, presence, proximity and partnership.

Here’s the mashup:

  • Purpose: One the same page here but with a twist. It is so much more than emotional. This is the vital connection between marketing and the experience the customer has. Emotion is the outcome from focusing your brand on how it makes customers feel.
  • Presence: For J&J this is social. For me it is mobile – I refer to it as Place. Meet the customer wherever they are. Mobile, digital displays, 3rd party digital, sensors, ATMs… the third screen is the new force in the media wars.
  • Proximity: This is J&J’s mobile. Instead, here I have Publish – every brand will be defined by content. Content is the new wrapper. Without content, brands are souless. We need our customers to wrap context around our brands. Doing so turns them into magnets.
  • Partnership: I like how J&J speak to this. Wisdom in the crowd. Good and right on. Here I speak to Participate. Brands must drive engagement to win. Brands that only have purchasers become weak and atrophy over time – great brands strengthen through the participation of their customers. They harness customer insights to innovate, grow and improve.
  • Given I merge proximity and presence – and beleive everything is implicity social by design, I add in Play. In short, if it aint fun, they won’t do it. Gamefication is also about harnessing network effects. In short, getting your customers to market on your behalf by encouraging them to bring their friends and family into the fold.
  • I have a fifth P – : We are well past mass customization and into the era of mass Personalization. Great brands win online by making the product and content hyper-personalized and hyper-relevant. They mine big data to do this. They use relevance engines to tune and adjust content.

So, different Ps, similar message. And one I will be speaking about at AdTech here in Sydney next week. Looking forward to that.

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