Customer empowerment is nothing new these days. (Nearly) every marketer knows that they cannot afford the luxury of communicating brand value or product proposition without taking the customer into account. Those who don't are a species in danger of extinction. However before they go extinct they run the risk of killing a couple of fine brands painstakingly built by their owners to connect to specific customer groups. Here's an example which was sent to me by a friend; it tells the story of a new packaging of Ariel laundry wash liquid that's supposed to offer "10% more product" to the customer, but in fact contains 0.1 liter of liquid less than the old packaging while promising "18+2 washes", something the customer is expected to swallow as a vast improvement of 10% over the "20 washes" of the old packaging... Somebody who used to work for P&G in the seventies told me marketers and sales people in the house used to say "you can think the consumer is stupid, but cannot tell the consumer they are stupid". Well, we've got news for you P&G: these times are over. Enjoy the slideshow and if you're a marketer who doesn't know better, please read Paul Isakson's vision of the future of marketing.
Ariel Et Les MathéMatiques Capitalistes
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