How the CIA define problems & plan solutions: The Phoenix Checklist. What Drives Human Behavior…And How Can We Harness That? | Social Marketing exChange. The 100 plus attendees engaged in spirited discussion with Piyush Tantia, one of the foremost experts in behavioral economics, attests to the overwhelming success of Ogilvy Washington’s What Drives Human Behavior Exchange. Mr. Tantia translated academic, often cerebral theories on behavioral economics into a set of application-driven insights easily grasped by the PR, government, and media professionals gathered on Wednesday morning. His hour long presentation was interactive and thought provoking, challenging the audience to question long held ‘givens’ and form new reality based insights.
Traditional View: All humans are rational. Really… The assembled crowd laughed and nodded in agreement because all could recall a time when they had made the less rationale choice. How Irrational Choices Happen Heuristic/quick decision makingDifficulty with self controlLimited general attentionChoice avoidance The human brain is bombarded with millions of stimuli a day.
Helping People Make Better Choices. 47 Mind-Blowing Psychology-Proven Facts You Should Know About Yourself. WHAT YOU ARE ABOUT TO READ IN THE NEXT PARAGRAPH IS COMMONLY BELIEVED, BUT NOT TRUE – You read by recognizing the shapes of words and groups of words. Words that are in all capital letters all have the same shape: a rectangle of a certain size. This makes words displayed in all uppercase harder to read than upper and lower case (known as “mixed case”). Mixed case words are easier to read because they make unique shapes, as demonstrated by the picture below. OK, NOW THE TRUE STUFF STARTS — When I started this article the topic was supposed to be why all capital letters are harder to read. Like most people with a usability background or a cognitive psychology background, I can describe the research — just what I wrote in the first paragraph above. I decided to look up and cite the actual research rather than just passing on the general knowledge and belief.
Example of fixations and saccades How much do you read at a time? And, here’s some links and research citations: Adams, M.J. (1979). Articles About Marketing. General Information Academic Programs Alumni Faculty & Research Recruit Resources Close Harvard Business School Browse By: Topic Industry Geography Marketing 257 Results Encouraging Niche Content in an Ad-Driven World Research by Feng Zhu and Monic Sun explores how advertising drives bloggers to shift their writing to subjects that will grab more eyeballs—namely, the stock market, celebrities, and salacious behavior. A Brand Manager’s Guide to Losing Control Social media platforms have taken some of the marketing power away from companies and given it to consumers. How Grocery Bags Manipulate Your Mind People who bring personal shopping bags to the grocery store to help the environment are more likely to buy organic items—but also to treat themselves to ice cream and cookies, according to new research by Uma R.
Busting Six Myths About Customer Loyalty Programs Low-margin retailers argue they can't afford customer loyalty programs, but is that true? The Art of American Advertising Thales S. Benjamin G. HBS Working Knowledge - Faculty Research at Harvard Business School. A Periodic Table of Visualization Methods. There are no such things as “Insights” I was recently asked to put together some “insight generation” exercises for a training workshop. This is pretty standard fare for a planning director, the person who ‘owns the insights.’ Creative briefs now often feature sections that are titled something like, “What’s the key insight?” – into which, the planner dutifully fills in some text in order to earn her wages.
For some reason, on this particular request, I just completely stalled out. I often, at conferences and in client meetings, or with other planners, remark on how “insights” is another crime against the English language that Adland has perpetrated upon corporate culture. I often joke that “insights” are not just strewn about the place waiting to be spotted by brand managers and strategists; they were not left, neglected, under your chair or a stack of papers on the corner of your desk.
Insight isn’t a noun in the sense that a car or a nickel or a pen are nouns. And this is where it all goes to hell. The Rise of Storytelling. The Pixel Report. 10 presentations to help you become a digital planning genius. It’s not often that brands are willing to share the mistakes that occurred during their social media campaigns, even though those are often the most valuable insights.
Therefore it was very refreshing to hear Radio France’s head of digital marketing Virginie Cleve talk through a few of the things that didn’t go to plan when the business embarked on a new social strategy. Cleve was speaking at Socialbakers’ Engage NYC event today where she revealed that the public broadcaster, which has more than 5m daily listeners and attracts 3.5m unique visitors per month to its website, redesigned its digital marketing strategy in 2011 with a new focus on editorial.
Would You Like This Article More If You Had To "Like" It On Facebook Before Reading? Many of the world's most powerful brands are doubling down on Facebook, from President Obama to The New Yorker. The powerful, hidden psychology of a fan page might just make this a worthwhile bet. Psychologists have long known that tiny, voluntary actions can cause sweeping changes in our opinions, transforming luke-warm attitudes into concrete beliefs.
In other cases, the mere perception of a name or idea in the news can cause us to wildly exaggerate its importance. Here we'll take a deep dive into the social psychology of manipulation and how the simple act of a Facebook 'like' could have the exact intended outcome that these messaging brands, like politicians and newspapers, are seeking. Dissonance Rationalization, arguably social psychology's most powerful known cognitive force, predicts that a user will unwittingly feel much more positively about brand after they click 'like' than before--namely, because our actions secretly influence our opinions. Why? Counter-attitudinal Speech. Cognitive Edge- Resources - Articles by Dave Snowden. Northern Planner. This has been a long time coming. I want to do this partly because decent media planning is a lot tougher than many think.
Partly because today's customer avoids brand stuff more than ever, and chasing them with re-targeting and spooky Facebook ads than know who are and what you've done are not the way to go. Partly because good channel planning works with good brand and creative thinking. There's too much infighting between creative and media agencies. The more good thinking that goes into how to reach people BEFORE making ads and stuff, or at least, working together, the better for everyone. And finally, I've learned a lot moving into media agency land from creative world, this is much of what I've learned, only fair to share with more creative minded planners, as those jobs continue to fade away, this might be a start of a Plan B.
So let’s start with a cliché that happens to be true. Brands don’t exist in a bubble, they are part of culture and part of life. It’s very, very complex. Who? How to do account planning – a simple approach | Life. Then strategy. Strategy | Comments | Last built on 14 October, 2010 Account planning is simple Having posted a few thoughts this year about the basics of account planning and strategy (How to get into strategy, Why strategists should make stuff and How to position your business in 3 lines), I thought I’d have a go at explaining a high-level approach to account planning… an account planning process, if you will. Account planning should be simple. However, a lot of people make a lot of money by making it seem complicated. There’s a well worn Bruce Lee quote that has stuck with me since I was young: “A kick is a kick and a punch is a punch.” Most martial artists go on a journey where they learn the basics but then get distracted by the tricks (fancy spinning kicks, for example) only to return to their core basics now understanding how important they are.
It’s probably a similar journey for many account planners. Your very own account planning approach infographic It’s simple. Step 1: The problem And… 1. Contact. What is Consciousness? Advice for the next-generation planner part 6: Merry Baskin - The Planning Lab. (Some Rather Bossy) Advice for the next generation of (student) planners Read. Feed your Head. Think about what it means to you personally. Discuss with others. Be Curious. Check out the APG website if you have not already. If you are a student, I do not envy you trying to get a job in this economic climate. Good luck! Merry Baskin is Planning Director at Frame, founder of Baskin Shark and former Planning Director of JWT London and Chiat Day New York. Part 6: Merry Baskin. Plannersphere / FrontPage. The wiki for account planning, strategy and insight - now on twitter While 300 Spartans helped change the fate of an empire, 1,000+ planners are changing the whole world we live in today; through the brands they create, inspire and guide.
Follow what these people think and do through Twitter, Blogs, White Papers and Books. Make a start by connecting with them through Plannersphere on Twitter. Plannersphere Daily News - Twitter feed generated news from Plannersphere members: Here Wiki Home Page Welcome to a connection point for planning, insight and influential thinking The Blurb You Need To Know: This wiki is for and by account planners and brand and comms research consultants. Anyone can edit the pages within the list of topics that link from this Home Page. So if you'd like to add a planning or research job vacancy, or your blog or twitter link for example, just go to the page from the links below. Current topics. Plannersphere Top 20 - December 2010 - MisEntropy.
Strategy Can Do Better - Umair Haque. For too long, boardrooms have practiced strategy as theater. But those days are over. To explain, consider the sad case of Pontiac. Poor Pontiac, says the New York Times, died of “indifference.” They’re right, but the real question is: why? GM’s managers decided that Pontiacs could be merely marketed as exciting and a tiny bit dangerous — but they’d essentially be rebadged Chevys.
Let the show begin! Here’s the rub: creating real value — enduring, meaningful, authentic value — isn’t about theater. But creating 21st century advantage might just be difficult, or even impossible, to do with the tools and techniques of 20th century strategy. Let me explain, by way of imagining the Pontiac that might have been. Depth. Purpose. Community. People. Beauty. Advantage, we’re told, is about the hardest of hard stuff: domination and control, power and subjugation, conquest and adversarial combat. Today, too many companies are irrelevant, unimportant, and about as interesting as a TPS report.
MisEntropy Plannersphere Search Engine - MisEntropy. Strategic Planning Definition | Corporate Strategy Defined | Strategic Plans Explained | Strategic Planning Consulting Companies | Strategic Planning Consulting Firms. Posted by admin on July 9, 2010 Strategic Planning is a misunderstood and often misused term, lacking a well-defined and widely agreed upon definition. Strategy, and the planning associated with it, has origins dating back to its military usage as early as the 6th century. In the corporate world, strategic planning generally refers to the defining of the organization’s go-forward plan for the future and accompanying desired outcomes. The spectrum of corporate strategic planning models and processes is broad, and the term has taken on many different connotations over recent decades.
This White Paper aims to more definitively define the term, “Strategic Planning” in its corporate context and explores the basic components of what should be done in the planning process to make it worthwhile - delivering value, profits and securing competitive advantage. The Opportunity Afforded By Strategic Planning The History of Strategic Planning Let us next define the term, “strategic planning”. Innovation. Brand new: Take me to the bridge.