360° Coverage : The Night After Christmas

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The Night After Christmas
Photo Credit: Forbes Business

The Night After Christmas

Dec 25 2013, 12:05pm CST | by

‘Twas the night after Christmas, when all through the store, Every employee was working at an annual chore: The sale signs were hung by the windows aplenty, Hoping tomorrow the store wouldn’t be...

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35 weeks ago

The Night After Christmas

Dec 25 2013, 12:05pm CST | by

‘Twas the night after Christmas, when all through the store,
Every employee was working at an annual chore:
The sale signs were hung by the windows aplenty,
Hoping tomorrow the store wouldn’t be empty./>/>/>

The merchandise piled on every surface,
Arrayed and displayed for solely one purpose:
Since, by the branding consumers weren’t enticed,
The market required the products get repriced./>/>/>

When out on the parking lot arose such a clatter,
An employee sprang up to see what was the matter.
Away to the door, she flew like a flash,
No longer bemoaning the store’s lack of cash./>/>/>

The moon glow on the pavement proved
As illuminating as a video on YouTube.
Revealing to her inquiring eyes could it be
The architect of the brand’s engagement strategy?/>/>/>

The guy sneaking away was the company’s consultant,
Abandoning marketing failed, and sales untriumphant.
He’d delivered content, clicks, and views aplenty,
But left the store’s coffers shockingly empty./>/>/>

He was dressed all in black, from head to his shoes,
His clothes stylishly modern, a necktie refused.
Then, with a grand gesture and booming tone,
He announced loudly (thinking he was alone):/>/>/>

“Now Viral! now, Social! now, Awareness and Retention!
On, Creative! On, Catchy! On, seeking only mention!
The brand was made memorable, I won’t take the fall!
Didn’t they know it wasn’t supposed to sell at all?”/>/>/>

In a twinkling, the empty lot returned to silence,
No customers, no visitors, no interested clients.
Though as the guru adjusted his sleigh’s ropes,
She thought she heard him add “adios, you dopes!”/>/>/>

And she realized what had just occurred:
Image over sales her company’d preferred.
With money for salaries and benefits depleted,
This expert still got paid for having succeeded!/>/>/>

So what if consumers didn’t show they cared?
Paying for brand attributes they simply weren’t prepared.
Ev’ry abstract claim, all that clever stuff,
To prompt purchase behavior, it just wasn’t enough./>/>/>

Yet armed with ROI and a dashboard report,
The guru would go find other brands to extort.
In a season of spirited wishes esoteric,
He stayed the unquestioned Church of Branding cleric./>/>/>

As for brands like hers, left high and dry,
With very few options left to try,
And no time for more tweets or magic: you see,
Marketing after Christmas occurs in reality./>/>/>

So this annual righting of wrongs occurs,
A process of matching wants and needs endures:
Give consumers real reasons for them to buy,
Not content that produces likes and sighs./>/>/>

The staffer returned to repricing merchandise,
Ignoring the branding blather, to be precise.
Then the guru added, as if to her labor regale:
“Happy Christmas to all, and good luck with the sale!”/>/>/>

(with apologies to Clement Clarke Moore)

Source: Forbes Business

 
Update
2

4 days ago

Khazanah throws MAS RM6b lifeline

Aug 29 2014 5:01pm CDT | Source: Business Times Singapore

August 30, 2014 1:15 AMKHAZANAH Nasional will inject RM6 billion (SS$2.4 billion) over three years to resuscitate loss-making Malaysia Airlines (MAS) under a recovery plan that includes even an Act of Parliament. Other key moves are migrating its operations, assets and liabilities to a new company (NewCo) and slashing the workforce of 20,000 by 30 ...
Source: Business Times Singapore   Full article at: Business Times Singapore
 

 
Update
1

5 days ago

MAS posts loss of RM307m for Q2

Aug 28 2014 5:00pm CDT | Source: Business Times Singapore

August 29, 2014 1:13 AMMALAYSIA Airlines (MAS) registered a loss of RM307 million (S$122 million) for the second quarter to end-June, but warned of worse to come in the second half when the "full financial impact of the double tragedies of MH370 a ...
Source: Business Times Singapore   Full article at: Business Times Singapore
 

 

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