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Promiscuous Customers: Invisible Brands

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Spend an evening exploring the revolutionary new paradigm for successful trading in digital markets, as Michael Bayler and David Stoughton, of The eValue Partnership, present the conclusions to their new book at this free seminar and drinks reception.

In this evening seminar Michael Bayler and David Stoughton will present some of the conclusions from their recently published book Promiscuous Customers: Invisible Brands, and answer your questions over a glass of wine. The topics under discussion include:

What's wrong with the Internet?

• Customers on today's "Commoditised Internet" expect unprecedented levels of service: they are fickle and promiscuous.
• Traditional branding makes matters worse, in a trading environment that is unsentimental and unforgiving.
• If the interaction between customer and brand is unsatisfactory, the problems for business are far worse: the transparency of the market commoditises everything. These are the causes of the near-collapse of business on the Internet.

The question of value

• How can we bring together value for the on-line customer with value for the enterprise, to create the profitable, sustainable business models of tomorrow?

The new radical paradigm

Michael and David will present a sophisticated new paradigm, the Marketspace, and a practical methodology, Modal Analysis, designed to help businesses build their future roles on a foundation of clear customer value.

They promise to turn today's philosophy of failure on its head, with critical insights such as:

• "Stickiness" and "compelling content" are red herrings; meaning and trust are the true building blocks for customer satisfaction and loyalty.
• Content is anything but King - the book rediscovers and defines the true value of information in digital trade.
• Online brands, far from being controllable corporate assets, are out-of-control, and invisible.
• The old mantras of channel, device and bandwidth make way for the new value enablers: P2P, XML, mobile, always-on and automation.
• "Mind share" is redundant; automated digital services deliver the new Unconscious Loyalty.

About the Book

Promiscuous Customers: Invisible Brands, by Michael Bayler and David Stoughton, is published in paperback by Capstone, and is priced at £15.99 (see below for details of NMK's special 25%-off promotion.)

“A challenging and provocative look at how brands, customers and technology will come together to shape tomorrow’s digital landscape”
Nigel Howlett, Chairman and CEO, Ogilvy One

“An exciting read… its stands out for its matter-of-fact, plain language approach and its refusal to shy away from complex, controversial issues.”
Roy J. Tutty, Chief Executive, Wyndham International, Europe.

“…break(s) through the clutter and confusion. Their analysis is insightful…”
Thomas Walton, Editor, Design Management Journal

Exclusive NMK Offer

Pulling no punches, telling you what went wrong and how to get it right next time, Promiscuous Customers: Invisible Brands is the new bible for success in digital markets. NMK has secured a special price for its community of £11.99 (25% off the recommended retail price of £15.99)

All orders for Promiscuous Customers: Invisible Brands should be e-mailed to Belinda Giacopazzi (bgiacopa@wiley.co.uk) quoting 'nmk offer' as a reference. Method of payment can be via credit card or via invoice payable on delivery of the book. Delivery will be within 5 working days.

Orders should be emailed to bgiacopa@wiley.co.uk.

For more information or to request a review copy, please call Pip Streeter on 01243 770679 or email pstreete@wiley.co.uk.

About the Authors

Michael Bayler came into digital media in 1991 following a marketing career in entertainment in Europe, Asia, and the US. He held senior positions in electronic publishing and brand consulting, and founded a digital production company in 1996, prior to forming The e-Value Partnership with David. Mike specialises in marketing, communications and brand strategy for digital markets.

David Stoughton made the transition from television production to digital media in 1989, becoming operations director of AIM, one of the first UK new media agencies. He established his own consultancy, DSA, in 1996. David has formal training in project and technology management, and has consulted on an extensive range of large digital projects.

Mike and David founded The e-Value Partnership in early 1999, to advise senior management on strategy and planning for digital business. Together with NMK they have developed Advance, the UK’s only comprehensive programme of Continuous Professional Development for digital media managers.

Location

PSI