Stop With The Start-Up Envy, Just Build A Customer-Focused Culture For Success
In this guest piece, Five by Five’s Matt Lawton (pictured below) argues why big corporates don’t need table tennis and kombucha on tap to emulate the best part of start-up culture.
It seems the obsession with becoming ‘agile’ among Australian corporates is engrained in attempting to achieve the impossible: emulating hot start-up culture.
But we all know it takes more than a ‘lab’, pool table and free coconut water to realign culture, so corporates should stop messing around at the edges and focus on the more meaningful changes they can make to re-launch themselves.
Corporates can help create start-up cultures just by structuring their businesses in a way that puts them closer to the customer. In a recent Launch Marketing Council meeting, I heard about long established successful businesses that are doing four things:
- Elevating the status of customer service within the organisation.
- Physically sitting marketing department folks within the customer service team.
- Making customer service a marketing function with a reporting line into the CMO instead of the COO.
- Changing the focus of customer service teams to customer experience so they become innovators and not just reactors.
Whilst all of these things seem logical, it can be tough for established companies to get around to them.
I’d argue that a new product launch is a good time to consider making these changes, because you only get one chance to do it right. Offering a highly responsive and attentive service to positively impact customer experience before, during and after a launch is the best way to establish a culture that drives success.
One of the concepts that interested me most during our recent roundtable were comments made by Maria Loyez, formerly of Society One. Whilst many people have become obsessed with the notion of minimal viable product (MVP), Maria argued we need to be producing minimal loveable products (MLP).
The idea of investing in a deliberately unsustainable initial level of service to support a new product is counter-intuitive to most of us. But by delighting customers way beyond their expectations whilst encouraging them to change behaviour – either with a new product, service or platform – is all about securing disruptive levels of advocacy amongst your target audience.
Being loveable could be the best investment in marketing new products, and being loveable through an over-investment in customer service may be the best way to deliver a successful launch.
I’m not sure you need to spend hundreds of millions of dollars on ‘digital transformation’ projects that take years to implement to achieve that.
Often, we still don’t think about ‘brand’ beyond visual identity and marketing communications. The most powerful brands integrate their values into their day-to-day behaviours and interactions, employment policies and operations.
Often, it’s the founder of the business who has to get this right from the outset, but in the case of established brands, there are many case studies of charismatic leaders having a dramatic impact on culture at all levels. As Xinja’s Camilla Cooke put it to our group, ‘Brand is culture is brand’.
Strong businesses of any size need the input of their leaders to form a culture that reflects their brand and creates customer value. After all, the very definition of a brand states it is “a name, term, design, symbol, or other feature that distinguishes an organisation or product from its rivals in the eyes of the customer ”.
So, next time someone tries to evoke the mysticism of start-up culture, remind them it’s just about adopting a customer view. And any business can learn to do that. Pass me a coconut water.
Latest News
Loyalty Republic Launches Card Agnostic Rewards Program
Australian start-up Loyalty Republic is introducing Australia’s first bank and card agnostic direct earn rewards program to democratise loyalty and make rewards accessible and fair for anyone using a debit card. The Loyalty Republic mobile app will place consumers in control of their rewards earning potential and redemption options, with a simplified model offering 1 point per $1 spent on debit card […]
Amobee Partners Announces Partnership With Samsung Ads
Amobee has announced a new partnership with Samsung Ads in Australia. Powered by deep analytics and industry-leading technology, the partnership will enable marketers to bridge the gap between linear and digital – from execution to measurement. Samsung Ads’ Automatic Content Recognition (ACR) data from over 1.8 million smart TVs, along with Amobee’s household data of […]
How To Use Social Media Insights To Understand What’s Impacting Your Brand’s Health
Here, Zavy’s David Bowes explains how advertisers can use insights from social media to ensure their social and content strategies are fit for the road. When we learn to drive, we’re taught how to “drive to the conditions”. Slow down when its raining, or when there’s ice on the roads, reduce your speed on gravel […]
Radio Station Uses Sperm, Ovulation & Rockers KISS For Oddball “Born To Rock” Campaign
If you’re in Toronto and you want to listen to classic rock (also referred to as “music your dad listens to”), then you need to tune the dial to local radio station Q107. And to spruik its merits as the city’s number one rock station, the network has just released a social media campaign called, […]
triple j’s Giving Away One Of Dr Karl’s Iconic Colourful Shirts
triple j is spreading some cheer and fashion by giving away one of Dr Karl’s signature and iconic colourful t-shirts! Dr Karl, has been part of the triple j family since 1981 and is known for his facts-first approach to science, constantly debunking rumours and myths. However, to many of Dr Karl’s fans, he’s as […]
Facebook Hits Pause On Instagram Kids
Instagram has announced it is pausing the development of ‘Instagram Kids’. In a blog post published overnight, Instagram boss Adam Mosseri revealed the social media app would instead be focusing on working with parents and policymakers to demonstrate the value of Instagram Kids. Earlier this year, it was revealed Facebook (which owns Instagram) was working […]
Kyle Sandilands Claims He Wouldn’t Attend Anti-Vax Producer’s Funeral If He Caught COVID-19
Shock jock radio host Kyle Sandilands has claimed that if a KISS 106.5 producer Pedro Vitola died of COVID-19, he would not attend his funeral. Sandilands’ statement came after the producer, who lives in an LGA of concern, was told to work from home while unvaccinated. On Monday, Sandilands referred to him as a “stupid […]
Carat & UNICEF Australia Announce Initiative To Deliver 2 Billion Vax Shots To Developing Countries
Carat, a dentsu company, and UNICEF Australia are proud to announce a partnership to drive advocacy and donations for the global COVAX initiative, to deliver COVID-19 vaccines to the developing world.
Billie Eilish Teams Up With Nike To Release Vegan Air Jordans
Influential Singer Billie Eilish is teaming up with Nike for a sustainable sneaker collection. Eilish, who was just named Time’s most influential person of the year announced the ethical sneaker collection on her Instagram. The collection’s sneakers will be 100 per cent vegan, made from over 20 per cent recycled material. Hardly surprisingly, considering, Eilish only wore […]
IMAA Announces New Group Deal Arrangements With Media Research, Planning And Training Companies
The Independent Media Agencies of Australia (IMAA), the national, not-for-profit industry association for the independent media agency industry has announced a series of group deal arrangements for its members, offering them savings on industry reporting, training and media tools. The group deal arrangements, brokered by the IMAA, offer independent media agencies access to reporting and […]
New Word Order Creates “Anything Is Possible” Campaign For Coomera Anglican College
Coomera Anglican College has risen to become a leader among Gold Coast schools, however, its brand identity was at odds with its history, leadership and bold plans for the future.
Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp
Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign. “We thought it would be fun to see some other iconic Australian brands back […]
Connection As Currency – How DTC Brands Are Changing Commerce
James Horne (main photo) is the CEO of Balance Internet. In this guest post, he says direct-to-consumer DTC brands that endure past the initial launch have a true differentiation, standing out from competitors by driving connection… We’ve always known that brands need more than a good product and website to stand out from their competitors […]
Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”
Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]
JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender
Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]
New Advertising, Consulting And Media Industry COVID-19 Ad Calls To Australia’s Fighting Spirit
Judging by B&T staff, the only known side effect of the vaccine is boring everyone with the news you've been vaccinated.
Queensland Health Releases “For The Love Of” Campaign Encouraging People To Get Vaccinated
Queensland Health releases pro-vax campaign. Confirms that interstate tourists can still f@ck off.
Hill+Knowlton Makes Four New Appointments, Names Amelia Tipping As MD
Hill+Knowlton makes four new appointments, and a possible fifth had you included their new ink cartridge supplier.
Hungry Jack’s Moves Into KFC’s Territory With New Fried Chicken Range
Looks like a fast food chicken war is set to erupt. As all sides concede the breakfast menu isn't worth fighting over.
Nova Nabs Ed Sheeran Exclusive With A Red Room Live Performance
Thought 2021 couldn't get any worse? Well, brace yourself on the news Ed Sheeran's got a new album coming out.
“Born For This Moment!” Phil McCann Reports On UK Petrol Crisis And, Yep, The Gags Are Writing Themselves
Know how The Simpsons have an uncanny knack of predicting popular culture? It would appear they've done it again.
ABC iview Goes Virtual With Fetch TV
Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]
triple j Creates Festival-Inspired Candle To Recreate The Unmistakeable Scents Of Moshpits And Mud
triple J unveils festival scented candle! Including a dash of BO, a hint of hipster & a dubious-quality ecstasy tablet.
Nestlé And Wunderman Thompson Address The Age-Old Question Of How To Eat A KitKat In New Campaign
Have you ever dumped a partner over the way they ate a KitKat? Have you considered therapy even?
Sunday TV Wrap: Big Night Of True Crime, And Also Young Talent Time
Wasn't last night's Young Talent Time anniversary a trip down memory lane? Albeit an unpleasant trip down memory lane.
Jackie Gillies Joins The Acast Creator Network
Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]
VMO Launches “Open For Business”, A Generous Initiative To Support Small Businesses
Here's your chance to win $1 million of free OOH ads. Thankfully, prize doesn't include flash mobs or dunking machines.
Berlei & BCNA Launch Star-Studded Breast Cancer Awareness Campaign Via Piglet Studio
Not only is this ad supporting breast cancer awareness, it's got Marcia Hines in it. It's like a funky, boobie disco.
eCommerce Is The Future: Here’s How To Seize Its Power
eCommerce is the future. Although not necessarily when purchasing a selection of cold meats for your charcuterie board.
Grill’d Introduces “Righteous Burgers” In First-Ever Brand Campaign Via The Monkeys
B&T loves a Grill’d burger & not just because they serve alcohol. Ok, yes, it's primarily because they serve alcohol.
