Promiscuous Customers:Invisible Brands

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

Bayler and Stoughton deliver 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 turn today's philosophy of failure on its head, with critical new 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.