Index
A
Ackerman, Elan, 48
adidas, 139
ASL (American Sign Language) See Two Little Hands Productions case study
authenticity
maintaining, 150
of message, 103
auto industry, 153
avoiding incrementalism, 52
B
Beastie Boys, 143
Bertone, Antonio, 142
Big Green Egg® case study, 17, 122-132
Biomega, 145
Bolt, Usain, 145
Boston Search Group, 38
breaking standard business rules, 33
broad appeal of causes, 35
Brown, Alex, 112
Buffett, Jimmy, 73
C
Candice Michelle, 83
causes
choosing, 35
staying true to, 35
CCRx plan (MemberHealth), 57-69
Centers for Medicare and Medicaid Services (CMS), 60
Chalayan, Hussein, 144
change, balancing with consistency, 149
channel partners, choosing, 135
Chase, Robin, 42
choices, importance of, 52
Chrysler, 153
Civic (Honda), 153
CMS (Centers for Medicare and Medicaid Services), 60
Coleman, Leah, 109-114
commercializing ideas, 121
complexity, simplifying
case study: GoDaddy.com, 75-85
identifying customers’ unmet needs, 85
providing extraordinary customer service, 86-88
tracking metrics, 88
consistency, balancing with change, 149
Consumerist.com, 7
consumers, independence of, 8-10
convenience
avoiding incrementalism, 52
combining convenience with layered benefits, 51
expanding to new customer markets, 53
identifying business partners, 53
identifying potential customers, 53
knowing what convenience means to your customers, 51
offering choices, 52
creativity, 35
credibility, 132
credit crisis, 152-154
customers, engaging
with authenticity, 19-21
being your own customer
case study: Big Green Egg®, 122-132
case study: Two Little Hands Productions, 108-119
choosing channel partners, 135
commercializing ideas, 121
credibility, 132
empathy, 119-120
exclusivity and mystique, 134
faith and perseverence, 135
keeping distance, 120
realism, 133-134
trusting intuition, 120
with causes, 33-36
breaking standard business rules, 33
case study: Stonyfield Farm, 23-32
choosing causes with broad appeal, 35
creativity, 34
emotional links, 32
reinforcing message repeatedly, 33
samples and hands-on product experience, 34
staying true to cause, 35
by combining fashion and sport
balancing consistency and change, 149
building on your past, 147
case study: Puma, 139-147
maintaining authenticity, 150
playing underdog role, 150
taking on competitors laterally, 148
using outsiders to challenge insiders, 149
with convenience
avoiding incrementalism, 52
case study: Zipcar, 39-49
combining convenience with layered benefits, 51
expanding to new customer markets, 53
identifying business partners, 53
identifying potential customers, 53
knowing what convenience means to your customers, 51
offering choices, 52
with enthusiasm
case study: Big Green Egg®, 122-132
choosing channel partners, 135
credibility, 132
exclusivity and mystique, 134
faith and perseverence, 135
realism, 133-134
with honesty
balancing with pragmatism, 106
case study: Honest Tea, 90, 94-103
ensuring authenticity of message, 103
keeping promises, 105
tailoring message to market, 103-105
taking cue from customers, 105
by simplifying complexity
case study: GoDaddy.com, 75-85
identifying customers’ unmet needs, 85
providing extraordinary customer service, 86-88
tracking metrics, 88
through trusted channels
assuring benefits to all players, 71
case study: MemberHealth, 56-69
focusing on end customer, 71
giving away something for free, 72
helping channel customers deliver more to partners, 70
knowing your customers and channel partners, 69-70
layering benefits to keep customers engaged, 72
handshake with the customer, 27
customer service, importance of, 86-88
D
Dal-Tile Corporation, 127
Dassler, Adolf, 139
Dassler, Rudolf, 139
Denton, Nick, 7
DHM Group, Inc., 130
Disney EPCOT Center Land Pavilion, 23
E
economic slowdown, 152-154
Eggheads (Big Green Egg community), 131
Eggtoberfest, 132
emotional links, encouraging, 32
empathy, 119-120
engaging customers
with authenticity, 19-21
being your own customer
case study: Big Green Egg®, 122-132
case study: Two Little Hands Productions, 108-119
choosing channel partners, 135
commercializing ideas, 121
credibility, 132
empathy, 119-120
exclusivity and mystique, 134
faith and perseverence, 135
keeping distance, 120
realism, 133-134
trusting intuition, 120
with causes, 33-36
breaking standard business rules, 33
case study: Stonyfield Farm, 23-32
choosing causes with broad appeal, 35
creativity, 34
emotional links, 32
reinforcing message repeatedly, 33
samples and hands-on product experience, 34
staying true to cause, 35
by combining fashion and sport
balancing consistency and change, 149
building on your past, 147
case study: Puma, 139-147
maintaining authenticity, 150
playing underdog role, 150
taking on competitors laterally, 148
using outsiders to challenge insiders, 149
with convenience
avoiding incrementalism, 52
case study: Zipcar, 39-49
combining convenience with layered benefits, 51
expanding to new customer markets, 53
identifying business partners, 53
identifying potential customers, 53
knowing what convenience means to your customers, 51
offering choices, 52
with enthusiasm
case study: Big Green Egg®, 122-132
choosing channel partners, 135
credibility, 132
exclusivity and mystique, 134
faith and perseverence, 135
realism, 133-134
with honesty
balancing with pragmatism, 106
case study: Honest Tea, 90-103
ensuring authenticity of message, 103
keeping promises, 105
tailoring message to market, 103-105
taking cue from customers, 105
by simplifying complexity
case study: GoDaddy.com, 75-85
identifying customers’ unmet needs, 85
providing extraordinary customer service, 86-88
tracking metrics, 88
through trusted channels
assuring benefits to all players, 71
case study: MemberHealth, 56-69
focusing on end customer, 71
giving away something for free, 72
helping channel customers deliver more to partners, 70
knowing your customers and channel partners, 69-70
layering benefits to keep customers engaged, 72
handshake with the customer, 27-29
EPCOT Center Land Pavilion, 23
Evisu, 144
exclusivity, 134
F
Fair Trade drink (Honest Tea), 97
fashion, combining with sport
balancing consistency and change, 149
building on your past, 147
case study: Puma, 139-147
maintaining authenticity, 150
playing underdog role, 150
taking on competitors laterally, 148
using outsiders to challenge insiders, 149
Frazier, Walter, 143
Fresh Fields, 95
G
give-aways, 72
global economic slowdown, 152-154
GoDaddy.com case study, 75-85
Golden Buckeye Card, 59
Goldman, Seth, 90-103
Griffith, Scott, 43-48
H
Haarlem Honeybush tea (Honest Tea), 97
handshake with customer, 27-29
hands-on product experience, 34
Hirshberg, Gary, 12, 22-26, 31
Home Depot, 153
Honda, 153
Honest Kids juice pouches (Honest Tea), 101
Honest Tea case study, 15, 90-103
honesty
balancing with pragmatism, 106
case study: Honest Tea, 90-103
ensuring authenticity of message, 103
keeping promises, 105
tailoring message to market, 103-105
taking cue from customers, 105
honeybush tea, 97
I
ICANN (Internet Corporation for Assigned Names and Numbers), 79
idealism, 106
identifying
customers’ unmet needs, 85
potential customers, 53
IKEA, sponsorship of Zipcar, 49
incrementalism, avoiding, 52
independence of consumers, 8-10
insiders, challenging outsiders with, 149
Internet Corporation for Assigned Names and Numbers (ICANN), 79
intuition, 120
J
Johnson & Johnson, Tylenol recall, 20
Jomax, 78
Jomax Technologies, 75
Jones Soda, 103
K
kamado. See Big Green Egg® case study
Kaymen, Louise, 27
Kaymen, Samuel, 26-32
keeping promises, 105
Kraft Foods, 23
L
Lampedusa, Giuseppe di, 148
Land Pavilion (EPCOT Center), 23
layered benefits, combining with convenience, 51
The Leopard (Lampedusa), 148
M
Madonna, 143
Malloy, Matthew, 43
Maradona, Diego, 143
marketing campaigns, limitations of, 10
McQueen, Alexander, 144
Medicare Modernization Act of 2003, 57
Medicare Part D prescription drug program, partnership with MemberHealth, 57-69
MemberHealth case study, 13-14, 56-69
message
authenticity of, 103
tailoring to market, 103-105
metrics, tracking, 88
Michaud, Christina, 47
Mohawk Industries, 127
Mongolian Shoe BBQ, 145
mystique, 134
N
Nalebuff, Barry, 90-103
Namath, Joe, 143
Nascimento, Edison Arantes do (Pelé), 143
NCPA (National Community Pharmacists Association), 61
New Alchemy Institute, 23
O
outsiders, challenging insiders with, 149
Owens, Jesse, 140
P
Parsons, Bob, 74-75
Parsons Technology, 78
Part D prescription drug program, partnership with MemberHealth, 57-69
partnering with other organizations
assuring benefits to all players, 71
case study: Zipcar, 49-53
focusing on end customer, 71
giving away something for free, 72
helping channel partners deliver more to customers, 70
knowing your customers and channel partners, 69-70
layering benefits to keep customers engaged, 72
MemberHealth case study, 56-69
past, building on, 147
Patrick, Danica, 83
PBMs (prescription benefit management companies), 59
Pelé, 143
perseverence, 135
Pinault, Francois-Henri, 146
Popken, Ben, 6-7
pragmatism, 106
prescription benefit management companies (PBMs), 59
promises, keeping, 105
Puma case study, 139-147
R
realism, 133-134
recession, 152-154
reinforcing message, 33
Revco, 59
Roberts, Bruce, 61
Rogge, Jacque, 147
rules, breaking, 33
S
samples, 34
Sander, Jil, 143
S. C. Johnson Company, 20
Show Me a Sign, 115
Signing Time—My First Signs, 115
sign language See Two Little Hands Productions case study
simplifying complexity
case study: GoDaddy.com, 75-85
identifying customers’ unmet needs, 85
providing extraordinary customer service, 86-88
tracking metrics, 88
Smith & Wesson, 147
Stark, Philippe, 144
staying true to cause, 35
Stonyfield Farm case study, 12, 23-32
T
tailoring message to market, 103-105
taking on competitors laterally, 148
Tata Tea Company, 91
Tazo, 103
Thrift (Puma), 145
tracking metrics, 88
traditional marketing campaigns, limitations of, 10
trusted channels
assuring benefits to all players, 71
focusing on end customer, 71
giving away something for free, 72
helping channel customers deliver more to partners, 70
knowing your customers and channel partners, 69-70
layering benefits to keep customers engaged, 72
MemberHealth case study, 56-69
Turlington, Christy, 144
Two Little Hands Productions case study, 16, 108-119
Tylenol recall, 20
U
underdog role, 150
UnitedHealthcare, 64
United States Agency for International Development (USAID), 97
Universal American Financial Corporation, 68
unmet needs of customers, identifying, 85
USAID (United States Agency for International Development), 97
V-W
Vexed Generation, 145
Waterfall, Clark, 38
Website Tonight, 79
Whole Foods Markets, 95
Williams, Serena, 144
X-Y-Z
Yasuhiro, Mihara, 144
yogurt, organic, 26
Zeitz, Jochen, 139-147
Zero drink (Honest Tea), 96
Zipsters, 41