brands are wasting budgets on luring new customers. that a far better tack is to get faithful brand stalwarts to spread the word is something that Mediation believes quite strongly in.
some other people agreed, and a piece I wrote for the IPA Excellence Diploma on the subject has been published in Campaign today.
but it's a starting point not an end point. it raises more questions than it answers about what we do and how we do it; about how we value customers, plan communications, and measure success.
from Tuesday next week on this blog I'll be – over ten days – taking one section from my essay at a time and publishing it. I hope that you'll enjoy the read, but more importantly I hope that you'll join in the debate; because I believe that most marketing in the early 21st century is excessively wasteful. I want to believe that we'll look back at how we embraced change… and I hope you'll come along for the ride…