so says Chapter three in Velocity (the brilliant book by Ahmed/ Olander).
This is the third new law for a world gone digital*.
The goal is to create connections with customers and earn their loyalty by serving them.
This means a shift from selling a product to selling a service.
I like this. I think it's right too.
Jeff Bezos (Amazon.com) says 'advertsing is the price you pay for having an unremarkable product'.
I was again sucked into watching some of the Commonwealth games on TV in the last month. I didn't want to but I'm glad I did because I saw some remarkable advertising from my bank - the ANZ bank.
You're made of pretty stony stuff if that doesn't melt your heart.
ANZ ran a series of adverts on this theme, using a variety of NZ games athletes.
I have had zero loyalty to the ANZ bank to this point. I was a National Bank customer before ANZ swallowed them up.
Watching these adverts made me warm to ANZ. They provided a service and then told me about it.
The best advertising isn't advertising.
Love and peace - Wozza
* The second law? It's easier done than said. Just do it!