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Charles explained how the rapid decline of traditional, trusted media brands such as newspapers have helped fake news to flourish in the largely unregulated but enormously powerful social media environment. The decline of the media and the rise in social media has coincided with the rise in fake news and these days anyone can set themselves up as a content generator in online publishing or broadcasting.
You would think this would make fake news unpopular but the numbers tell otherwise, so much so the rise in fake news websites is eye watering. This is all very well but what does it mean for our businesses? There were many questions from the breakfast audience, keen to know how they could navigate this communications minefield to protect their reputation and brand identity.
Charles was not short of tips:. The presentation was wrapped up with some detail on what the media is doing to combat fake news. Clearly this hot topic of Fake News is not going to disappear anytime soon so we are grateful Charles was able to bring his experience and knowledge to help us understand this global phenomenon, and how best to operate our business within it. A BIG thanks to Charles who can be reached at charles mcgheemedia.
If you would like more information please contact Colin at ColinM Spaen. Every brand is a running narrative, a story-in-progress whose hero is the customer. Claire talked us through the top ten high impact motivators that create emotional connection identified in The New Science of Customer Emotions article published in the Harvard Business Review, and related these to a number of case studies that illustrated successful customer connection and not so successful!
The customer experience is no longer linear and is often perpetual. This was ably illustrated by The Customer Experience Lifecycle displayed as an infinity loop as outlined in Influence 2. Customers are his advocates who also provide content and success stories to enthuse others and co-create The Body Coach brand community. The best customer experience and engagement is about being human.
When a customer is truly engaged with a brand, they enroll in the tribe and membership increases loyalty, advocacy and repurchasing habits. Engaging customer experiences and emotional connection are essential for differentiation and are the lifeblood of a successful business. Claire is well versed in looking after and listening to customers with a wealth of experience; co-founder of branding and marketing agency Creating Sparks, past president of Glasgow Chamber of Commerce and fellow and past Vice Chair of the Chartered Institute of Marketing.
The big message on the day was, focus on experiences rather than brand features and create emotional connection by casting customers as the most important members of your tribe.
At our May breakfast we welcomed Gillian Docherty, CEO of The Data Lab, an innovation centre helping organisations leverage the value of data for economic and social benefit. Gillian opened up with a journey into the future, all the way to to illustrate how the world might look with the use and impact that data, robotics and artificial intelligence may have on our lives.
She case studied a typical day for her daughter who will be almost 30 by then. Using biometric tattoos or chip implants our whole lives could be diarized out for us. There is no holding it back! The Data Lab, run by Gillian, is here to help companies drive technology and innovation. She also showed how companies such as Aggreko and the Beatson are already benefiting from the use of algorithms to provide predictive analytics with equipment maintenance and patient treatment plans.