segunda-feira, janeiro 11, 2016

Muito mais do que valor financeiro (parte VIII)

Parte I, parte IIparte IIIparte IVparte Vparte VI e parte VII. 
"How the experience economy will evolve
The experience economy is a long-term underlying shift in the very structure of advanced economies and the forces of creative destruction take time.
The shift into today’s experience economy comes with a number of implications that leaders should keep in mind as they manage their company’s shift from commodity trading, manufacturing and service providing or innovate wholly new businesses birthed in experiences:
1. Mass customization is the route up the progression of economic value
Companies should focus on reaching inside of the individual, living, breathing customer, making their offerings as personal and as individual as the customer
2. Work is theatre. Business enterprises would gain an invaluable perspective simply by declaring their work to be theatre. For when a business sees its workplace as a bare stage, it opens up opportunities to distinguish itself from the myriad humdrum makers of goods and providers of services that perform work without recognizing the true nature of their acts. With theatre furnishing the operating model, even the most mundane of tasks can engage customers in a memorable way.[Moi ici: Quando li isto, juro, recuei logo até Dezembro de 2006]
3. Authenticity is the new consumer sensibility. Concomitant with the shift into the experience economy is a shift in the primary criterion by which people choose what to buy and from whom to buy. No matter the offering – commodity, good, service, experience or transformation – customers will judge it based on whether or not they view it as authentic – that is, whether or not it conforms to their own self-image.
4. The experience is the marketing. Perhaps the worst offender when it comes to authenticity is advertising, as it has become a phoniness-generating machine. [Moi ici: Relacionar com o outro recorte que se segue mais abaixo] Companies should invest their marketing money in experience places. The best way to generate demand for any offering in today’s experience economy is with an experience so engaging that customers can’t help but pay attention and buy that offering. Marketing therefore needs to become placemaking, where companies create a portfolio of places, both real and virtual, to simultaneously render authenticity and generate demand."
Trechos retirados de "A leader's guide to innovation in the experience economy" de Pine e Gilmore, publicado em STRATEGY & LEADERSHIP, VOL. 42 NO. 1 2014, pp. 24-29
""“Marketing experiences are the new marketing,”
“It is really important for CMOs to understand that brand architecture is sort of representative of a bygone era where brands would tell people through creative campaigns what that brand stood for and why you should care,”
experiences are now the new brand.
the need for CMOs to become “experience architects.”"
Trechos retirado de "Experiences Are The New Brand, And CMOs Are Their Architects"

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