http://tenayagroup.com/blog/2006/10/07/how-to-design-a-customer/ Brian Phipps on next-generation brands: Tue, 20 Jul 2010 12:30:59 +0000 hourly 1 http://wordpress.org/?v=abc http://tenayagroup.com/blog/2006/10/07/how-to-design-a-customer/comment-page-1/#comment-25485 Brands Create Customers » Blog Archive » How brands create high-performance customers Wed, 15 Aug 2007 00:39:37 +0000 http://tenayagroup.com/blog/2006/10/07/how-to-design-a-customer/#comment-25485 [...] Design and create your customers so they’ll have the freedoms to return maximum value back to the brand. [...] [...] Design and create your customers so they’ll have the freedoms to return maximum value back to the brand. [...]

]]> http://tenayagroup.com/blog/2006/10/07/how-to-design-a-customer/comment-page-1/#comment-9644 Brands Create Customers » Blog Archive » How brands create customers: Part 1 Mon, 19 Feb 2007 02:36:07 +0000 http://tenayagroup.com/blog/2006/10/07/how-to-design-a-customer/#comment-9644 [...] A while back, in How to Design a Customer, I sketched some basic steps on how to design the customers that a business needs for its success. In this follow-up post I’ll discuss the steps brand builders can take to create those customers, once they’ve been designed. [...] [...] A while back, in How to Design a Customer, I sketched some basic steps on how to design the customers that a business needs for its success. In this follow-up post I’ll discuss the steps brand builders can take to create those customers, once they’ve been designed. [...]

]]> http://tenayagroup.com/blog/2006/10/07/how-to-design-a-customer/comment-page-1/#comment-8243 Brands Create Customers » Blog Archive » Apple’s iPhone as “razors and blades” marketing Thu, 25 Jan 2007 14:57:07 +0000 http://tenayagroup.com/blog/2006/10/07/how-to-design-a-customer/#comment-8243 [...] For this razor and blades model to work, Apple will need to pack the iPhone with finely-honed, customer-focused capabilities. This means designing a customer who will demand no less. [...] [...] For this razor and blades model to work, Apple will need to pack the iPhone with finely-honed, customer-focused capabilities. This means designing a customer who will demand no less. [...]

]]> http://tenayagroup.com/blog/2006/10/07/how-to-design-a-customer/comment-page-1/#comment-7128 Brands Create Customers » Blog Archive » Steve Jobs and Apple create a new customer Wed, 10 Jan 2007 04:23:15 +0000 http://tenayagroup.com/blog/2006/10/07/how-to-design-a-customer/#comment-7128 [...] My guess is that Apple began work on an “iPhone” at the same time the iPod was conceived. Both are cut from the same customer cloth. In a true brand approach, Apple started with a higher concept of customer and worked back toward the product. They designed a new customer from scratch. Rather than compromise the customer, they kept innovating on the product side—until they got the right combination of form factor and performance. [...] [...] My guess is that Apple began work on an “iPhone” at the same time the iPod was conceived. Both are cut from the same customer cloth. In a true brand approach, Apple started with a higher concept of customer and worked back toward the product. They designed a new customer from scratch. Rather than compromise the customer, they kept innovating on the product side—until they got the right combination of form factor and performance. [...]

]]> http://tenayagroup.com/blog/2006/10/07/how-to-design-a-customer/comment-page-1/#comment-5111 Brands Create Customers » Blog Archive » Saatchi’s new “Stuart” is the stuff of brands Wed, 20 Dec 2006 20:50:48 +0000 http://tenayagroup.com/blog/2006/10/07/how-to-design-a-customer/#comment-5111 [...] Stuart means that Saatchi is designing a customer. becoming a brand platform, and using its brand as a collaboration in context. In contrast, other galleries suddenly look one-dimensional and stale. If Saatchi manages to cultivate Stuart and grow its users through increased interaction, it stands a chance of being the place for online artists to congregate and connect. This gives Saatchi a cachet and currency it could never achieve in a thousand conventional campaigns. Saatchi itself becomes the medium. [...] [...] Stuart means that Saatchi is designing a customer. becoming a brand platform, and using its brand as a collaboration in context. In contrast, other galleries suddenly look one-dimensional and stale. If Saatchi manages to cultivate Stuart and grow its users through increased interaction, it stands a chance of being the place for online artists to congregate and connect. This gives Saatchi a cachet and currency it could never achieve in a thousand conventional campaigns. Saatchi itself becomes the medium. [...]

]]> http://tenayagroup.com/blog/2006/10/07/how-to-design-a-customer/comment-page-1/#comment-3168 Brands Create Customers » Blog Archive » How brands can prevent low-end disruption Wed, 25 Oct 2006 17:01:16 +0000 http://tenayagroup.com/blog/2006/10/07/how-to-design-a-customer/#comment-3168 [...] Brands create a customer when they put that customer on a path where he or she can create themselves. The brand delivers vision, resources, form, power and freedom. These are expressed through your offerings in such a way that the brand becomes a creative dialog for a mutual advance of company and customer. For the first steps in this process see, How to design a customer. (A longer post on creating customers is in the works.) [...] [...] Brands create a customer when they put that customer on a path where he or she can create themselves. The brand delivers vision, resources, form, power and freedom. These are expressed through your offerings in such a way that the brand becomes a creative dialog for a mutual advance of company and customer. For the first steps in this process see, How to design a customer. (A longer post on creating customers is in the works.) [...]

]]> http://tenayagroup.com/blog/2006/10/07/how-to-design-a-customer/comment-page-1/#comment-2819 Twenty Best Sites » Late breaking news Sun, 08 Oct 2006 04:43:18 +0000 http://tenayagroup.com/blog/2006/10/07/how-to-design-a-customer/#comment-2819 [...] How to <b>design</b> a customer [...] [...] How to <b>design</b> a customer [...]

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