Good Journalists Are Very Good
Diane Brady, in Business Week’s Management IQ blog, has a post about Stopwatch Marketing. Fortunately, it’s a complimentary post, but that’s not the issue I want to discuss here. The issue I do want to mention is that Diane, being a skilled journalist, managed to capture in three paragraphs the essence of our book which, of course, took us 256 pages to develop! Diane simply points out that “Stopwatch Marketing examines how companies can either capitalize on the growing time crunch — or work to change reluctant (ie. get-me-out-of-here-quickly) customers into recreational ones. [However]…Certain experiences simply don’t lend themselves to a recreational mood…”
Or, as we try to emphasize in the book, demographics, alone, simply aren’t enough. You have to understand the consumer’s situation and then capitalize on the time when the buying decision is made.
Finally, and this has essentially nothing whatsoever to do with Stopwatch Marketing, Diane wrote a great article about nine months ago on Indra K. Nooyi of Pepsi and her (Nooyi’s) efforts to build a strong brand in India, where the soft drink company is not considered a fun part of everyone’s innocent childhood but a rapacious industrial user of scare water in the arid part of the country. It’s a fascinating business problem (and a pretty good article).
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