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Jeffrey Schnabel
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I concur with the first comment/reply. To say that human nature has been changed because of how the message is now being delivered to the audience, without any supporting data, is simply an opinion. It doesn't change the "how" of audience thought processes. That's like saying the current digital world changed how the brain processes information. There are several inconsistencies in the logic. For example, what does an economic downturn have to do with the subject being discussed? What proof is there that "Today demand is scarce, supply plentiful". Really? For which product or service in particular? Maybe at this writing's juncture, housing is plentiful and demand scarce, but that is just a single product. Is the demand for iPads scarce and the supply plentiful? How about the demand for all electric vehicles? Nissan sold out it's entire production for the Leaf before they shipped a single product. I could go on, but this seems purely opinion, and confuses issues and concerns about changes necessary in the method of messaging and brand development, with the traditional purchase process. Simple case in point: - if a person A created a product but never told a soul, yet person B has a problem that person A's product solves better than any other product; at lower cost, with higher quality; without awareness, the two will never connect. - if person B becomes aware of person A's product, yet has no way to get any information about its capabilities, its cost, its benefits, its quality; then person B is left aware, but unable to consider the product as a solution because they cannot become familiar enough with the product to develop an opinion that moves them to the next stage, one of consideration. And so the process continues. I am also confused with the assertion that by somehow defining steps in the purchase process (funnel), one has relegated the process to only logic, a process that is now somehow devoid of consideration for human emotion and beliefs. In summary, this is an interesting article about something, just not the death of a purchasing model that's sound. The reference to the yellow brick road clearly leans towards the "how" of getting customers to your product, but that doesn't change their thought process.
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Dec 15, 2010