There is a mountain ahead, and before we can get to the other side we have a choice to make, do we …

dig under it?
find away around it?
or climb to the top to to see whats on the otherside?

At CreationDNA we prefer the latter, as it is the most cost effective, time efficient way to the other side. You just need to take the right equipment with you, oxygen, nutrition, warm clothes and a colourful flag to pitch at the top, to say you were there first!

Our system is based on Brian Fetherstonhaugh’s 4 E’s

Experience, Everyplace, Exchange, Evangelism

Experience

Stop thinking just about your product and start thinking about the full experience. And the first step is to discover the Customer Journey. Do you know how customers shop for your category? Do you know who influences their purchases, and where and when their purchases happen? Do you know what happens after they buy? If you don’t, you cannot understand the end-to-end customer experience. And you cannot know where to focus your precious marketing effort. When you think about the experience, not just the product or the advertising, you can do amazing things.

Everyplace

Instead of interrupting people, today we want to “intercept” them and make contact when they are most receptive to engaging with us as they go about their day.

Exchange

Today’s marketing leader needs to be aware of the value of things. In particular, you need to know what it takes for a consumer to give you precious things like their attention, their engagement and their permission. What are you willing to offer your consumers in exchange for their attention, their engagement and their permission?

Evangelism

creating a mission and brand experience that are so inspiring to consumers that they engage with you – and share their enthusiasm with others. What makes evangelism so powerful today is how it marries the oldest form of persuasion – word of mouth – and the newest – social networking and Web 2.0.

Marketing in a fragmented, multichannel world needs a powerful heart. The key ingredients are emotion and passion. As a marketing leader of the future, you must know how to find the energy and passion in what you are selling.