Whiff The Revolution of Scent Communication in the Information Age Review

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Whiff The Revolution of Scent Communication in the Information Age ReviewI've always considered smell the most evocative of senses, the one most likely to trigger a visceral, emotional reaction or specific memory. Whiff! explains the reasons for this, and goes on to demonstrate by example and suggestion why scent, the original communications medium, can be the most powerful "new" form of communication in the 21st century -- not only for business and marketing, but other civic and social applications. Just when you think Brumfield is going off the deep end with his suggestions and prophesies for the application of scent, he startles you with a real-world example that shows his imaginings are merely the evolution of trends already in place.
The frequent citations in the book keep it from being a breezy read, but they add credibility to the overall case Brumfield et. al. build in predicting a surge in scent-based communications applications and vehicles.
I met Brumfield prior to the publication of the book when he spoke as one of three panelists discussing non-visual branding; as a result, I struck up an acqaintance and, later, engaged him in a business relationship. Brumfield's passion for his topic is sincere and deeply-held.
His book goes well beyond the branding uses for scent, but anyone interested in scent as a marketing and branding mechanism will be fascinated and better formed for having read Whiff!
Rich RoherWhiff The Revolution of Scent Communication in the Information Age OverviewSecretly, scores of Fortune 500 companies, like Proctor & Gamble, Disney, Bloomingdales, Lexus, Reebok, Sony, Samsung, and Starwood Hotels, have been using aroma to bypass their competition. These cutting edge companies are using scent research to trigger and enhance customers emotions, perceptions, and brand loyalty, resulting in increased sales and satisfied customers. Whiff! conveniently pulls back the veil for the rest of the $3.9 trillion U.S. retail marketing trade, so that innovative small and mid-sized businesses can share the advantage of the big boys. Yet this is only the beginning stage of the scent revolution. This global wave is changing how branding and marketing experts communicate with their customers at every level across every industry. Whiff! reveals how exciting new scent discoveries are being applied to safety, security, healthcare, navigation, diagnostics, product design, and even on the battlefield. With a comprehensive overview of this global phenomenon, Brumfield and his team offer up a breath-taking whiff of the future and a plan of how to get in the game. Exciting Revelations from Whiff!
How Endorphin Branding can trigger a patterned, physiological, feel-good response in the consumer.
Research showing an almost doubling of retail sales receipts.
Embedded scent marketing triggers used to spark sales of tread-worn tires, brake pads, fan belts, batteries, and appliances.
Combating the global trillion-dollar counterfeit trade with scent.
Fashion s big future in scented intelligent and emotional clothing.
Life-saving scents that eradicate the killer Superbug MRSA and other deadly infectious microbes.
Scent alarm warning systems to alert the public of impending tsunamis, earthquakes, terrorist attacks, and school shootings.
Battlefield scents for combat, communication, training, and non-lethal Stench Bombs.
A CIA initiative is becoming a Big Brother reality as the U.S. spends millions on an ominous plan to gather and store the unique signature scent of humans.


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Total Access Review

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Total Access ReviewWhile I'm not one for too many business books, I took the recommendation of a respected friend and read the book.
I wear two hats in a web development and multimedia production company; owner and sales. The content of Total Access satisfied both brains. We provide our clients with communication tools that are focused at internal and external audiences. I found myself head nodding and matching many of our company and client experiences to concepts discussed in the book. The book helped me recognize (and hopefully capitalize on) patterns that we see occurring with our clients.
Regis may not see the future (cause it's already happening), but he may be the first reporting on it. I'd recommend Total Access if you are able to "apply" valuable insight and knowledge to your business life. Stick with Tom Peters if you just like to read.Total Access OverviewMarketing as we know it is disappearing, declares industry legend Regis McKenna.As marketers focus on advertising and promotion, the chief information officer is automating their core functions. As they obsess over brand, the chief strategy officer is dispersing their responsibilities throughout the organization. And as they squabble over whether marketing is an art or a science, McKenna argues that they're completely overlooking what marketing has become: a technology. What does this displacement mean for the future of marketing and its role in today's increasingly networked organizations? Who will manage the all-important customer relationship-and how? In this bold new book, McKenna marshals over forty years of experience as a marketing innovator, investor, and industry visionary to explore an emerging-and essentially different-marketing paradigm. In this unconventional model, says McKenna, computers and the network do most of the work, from data gathering to customer care and response. The marketing function disappears into a network of relationships and responsibilities between man and machine throughout the value chain.Total consumer access to-and interaction with-the marketplace replaces the archaic broadcast model. For marketers, the end goal changes from creating brand awareness to satisfying customers. And brand itself becomes a"persistent presence" which sustains the customer dialogue however and whenever the customer chooses. McKenna argues that marketers must shed their marginal role as image creators and take on the brave new role of managing this new infrastructure. They must learn to operate with one foot in marketing and one foot in information systems-integrating the people and technological tools necessary to deliver value and novelty to every customer anytime, all the time. Competitive advantage will come from engaging the entire business in this total access network-making marketing a mission-critical, enterprise-wide responsibility. A rousing manifesto by a renowned pioneer of high-tech marketing, Total Access will remake marketing and redefine success in our networked world. AUTHORBIO: Regis McKenna is Chairman of The McKenna Group in Palo Alto, California.He has worked with more than 300 start-ups, including Apple and Intel, and is the bestselling author of Real Time (HBS Press, 1997).

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WIKIBRANDS: Reinventing Your Company in a Customer-Driven Marketplace Review

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WIKIBRANDS: Reinventing Your Company in a Customer-Driven Marketplace ReviewI read an awesome and inspiring book - Wiki Brands - Reinventing Your Company in a Customer-driven Marketplace by Sean Moffitt and Mike Dover.
Mostly it was inspiring because I like marketing and social media and this book is at the intersection of those fields. It inspires me to remain active in Social Media. Sometime the Time Management Guy in me questions if it is a good use of time.
I love branding. Al Ries is one of my brand heros. He talks a lot about positioning. Wikibrands talks about the impact of social media on this positioning.
Wiki Brands reinforces that the web has given great power to the consumer. Consumers now can own the media through tweets and blogs. Companies need a keen awareness that what they do will be reported on. "Social media acts an accelerant for good news about the brand as well as for bad."
And online dialogue is now a two way street. The web speeds things up so responsiveness is key.
Companies do not own their brand, consumers in the internet age do. All companies can do is "help" guide and transparently contribute to help the brand move the right direction.
Marketing cannot fix a bad product. Working first on product and service excellence should be the primary goal of any company.
Wikibrands has a practical list of things companies can do to support an online community including:
"Ability to join a VIP circle
Access to an exclusive channel or influence
Access to exclusive resources
Chance for gaining wider fame
Reputation building
Recognition by the company
Recognition by pers
Sense of we-ness versus the rest of the population "
It is a good book. Worth reading.
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The Micro-Script Rules: It's not what people hear. It's what they repeat... Review

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The Micro-Script Rules: It's not what people hear. It's what they repeat... ReviewIn The Micro-Scripts Rules, Bill Schley identifies the salient point if you want to have a salient message--it has to tell a story, and it was to be in very few words. A well-designed message is memorable and repeatable--like a script, a "micro-script." Schley explores the public's fascination with messages that are so good they get repeated over and over again, and then he explains why. After dissecting what makes a winning Micro-Script, he also offers strategies for making effective ones of your own. This is a refreshing and readable book. Finally someone is talking about how you install an actual message into all this social media. Every communicator should read it.
The Micro-Script Rules: It's not what people hear. It's what they repeat... OverviewKnow how to make 5 words beat 5,000? Or tell your whole story in a sentence of less? For communicators now, it's critical. And the secret's in The Micro-Script Rules: It's not what people hear. It's what they repeat'
Call it survival of the simplest: That's the bottom line if you're in branding, politics, teaching, a business owner or advertiser-anyone who communicates in this hyper-connectedworld. Because with 300 billion messages going by each second, we can't break through by delivering more data. Human brains want less. They want to make snap judgments on the least bit of info. They want us to package it for them--in Micro-Scripts. That's why:
A new product seizes 50% of the market in two years using 7 perfect words. A lawyer won the murder trial of the century with 8 simple words.Ernest Hemingway thought his greatest story ever was 6 words long.The fate of millions was changed by a war, based on a 2 word policy.A presidential election turned on a 4 word phrase.
Imagine the power of magic words like these on your brand, your website, your business plan, your career. They're not just sound bites. They're story bites. Written the way we love to remember and repeat. Used by great communicators for 1,000 years. Now they're yours in a smart and entertaining book: The Micro-Script Rules.
'The Micro-Script Rules is dead on-it's how to verbalize a point of difference."--JACK TROUT, co-author of the legendary Positioning: The Battle for Your Mind
'The missing ingredient in most marketing is memorability'Micro-Scripts solve that problem." -- AL RIES, co-author of the legendary Positioning: The Battle for Your Mind
'As Bill Schley shows, Micro-Scripts are big marketing. Now, anyone can dominate a market with a few well-placed words. Especially you. So what are you waiting for?"-- DAVID MEERMAN SCOTT, bestselling author, The New Rules of Marketing & PR
'This should be required reading for every candidate and campaign consultant."--JIM KITCHENS, Ph. D., President of The Kitchens Group
'WOW, one of the most important books you will read in your lifetime!" --JASON JENNINGS, bestselling author, Less is More, Think BIG-Act Small--This text refers to the Paperback edition.

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Words That Work: It's Not What You Say, It's What People Hear Review

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Words That Work: It's Not What You Say, It's What People Hear ReviewThe world's best message is ineffective if the person on the receiving end does not understand or relate to it.
It is a harsh standard. It is a message communicators ignore at their own peril. You can be brilliant, creative, even right, but your message will fall flat unless it touches the hearer's prism of experience, beliefs, preconceptions and prejudices.
In Words that Work: It's Not What You Say, It's What People Hear, Frank Luntz offers insights into finding and using the right words to achieve your goals. The key to communication is to place yourself in the listener's situation and understand his or her deepest thoughts and beliefs. What the listener perceives constitutes the listener's reality.
Based on his experience as a political and corporate pollster he recommends 11 rules for effective communication:
1.Use small words.
2.Use short sentences.
3.Credibility is as important as philosophy.
4.Consistency matters.
5.Novelty: offer something new.
6.Sound and texture matter.
7.Speak aspirationally.
8.Visualize.
9.Ask a question.
10.Provide context and explain relevance.
11.Visual imagery matters.
Luntz does not stop there. In addition to an insightful discussion complete with illustrations from his professional experience of the 11 rules, he adds critical elaboration:
1.Never assume knowledge or awareness.
2.Get the order right.
3.Gender can obstruct understanding.
4.It's about the children.
5.How you define determines how you are received.
If communicating is important to you, and who does not need to, then time spent reading Frank Luntz's book will be well spent. We are all subject to the power of language. Words spell the difference between success and failure. The right words grant you an edge. The author says it all in his subtitle, "It's not what you say--it's what people hear."
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