Because humanizing works.

[Hrvoje Simic]

You guys are missing the point, what I was talking about what the emotional marketing that was injected in that email. It struck me that you can take the "big bad corporation" and "humanize it" with some PERSONAL marketing that is written from the heart of a HUMAN and uses empathy for another being instead of counting nuts/beans etc behind a curtain as most corporations do with things of this nature. The really high level guys are getting it, they call it "social marketing" I think but what it really is is PERSONAL COMMUNICATION with other HUMANS instead of sterile sales pitches or statements.

I for one received this email and had an emotional reaction that it meant to have on me, I "felt sorry" for this CEO for a moment as I read it. bingo, marketing well sold.

Marketing is a behavioral science.

 

[Gavin Greenwalt]

Humanizing your organization and giving the impression of Family is powerful advertising (see Red). But it's also a double edged sword if you don't treat your customers like family.

For example if you appeal to a customer's family instinct to give you patience and then don't exhibit family behavior (e.g. charging a late fee for being a day or two late) then you are 'betraying' their trust. Companies have to be really careful that it's a two way street or else it'll just piss people off more. You expect a late fee from a company. You don't expect a late fee from family.

You actually see this with RED sometimes when people feel like the "Family" structure is being superseded by business interests. It's a delicate balance. A company has to be profitable.

 

[Obin Olson]

exactly

 

[Obin Olson]

Bullshit indeed it may be but the EXECUTION was DIRECTED knowingly at "humanizing" and pulling on the heart strings of the customers.

I never said it was right or wrong just pointing out the fact that the corporation is starting to wake up and defend it's self against the stigma of "the corporation" is all...

I call bullshit. This is damage control, nothing more.

If your CEO is forced to address the people because your stock is diving like there is no tomorrow then that is a sign of resignation - not of some sort "humanizing" element. RED isn't the only example in the book, of course not! But I don't think this is one of those down-to-earth guys - or if he is, maybe he ought to take a hint after what's happened; reversing policy now would look foolish but it'd be even more foolish to go ahead with the changes they've planned...

 

[Hrvoje Simic]

the fact that the corporation is starting to wake up and defend it's self against the stigma of "the corporation" is all...

Whether it's really "waking up" or just made to be perceived that way...could be debatable.

Usually, amongst the first steps is getting data gathered from customer surveys, using it in marketing & PR for more efficient customer approach BS, and relying on sugar coating, where highly "profitable" crap tastes sweet for the consumer. It's much cheaper and needs significantly less energy invested, compared to improving the actual contents. That tends to work until the candy wrapper melts and consumer starts tasting and digesting what lies under the coating. Then the system incomparably stronger than the invented one makes sure that the smartassery blows back in the face of the sugar coated crap maker, which is when the definition of "profitable" gets re-defined.

Next step is getting closer to laws of nature, where evolution through profit and growth get replaced with evolution through optimization and balance.
Upon reaching that step fake coating becomes redundant because the essence itself becomes good enough.
Let's see how much time will be required for full awakening.

 

[Eric Rodemann]

Not to get too political, but have to take exception to that statement. The essence of incorporation is/was limited liability to its owners and perpetual life/immortality - neither of which is typical of a "human entity" (This is particularly as opposed to partnerships where death of a partner dissolves that portion of the partnership, and liability is shared by the partners - and is the reason the corporate structure was created.) in the beginning states granted corporations limited liability and perpetuity through ownership of stock - in exchange for a charter of particular purpose and an element of public good - NOT simply maximization of financial profit.

While broadening corporate permissiveness certainly has had some substantial positive economic effects it also opened the door to a lot of abuse and poor public policy. The consistent trend toward "human rights" for corporations by our judicial system has seriously distorted our political system, and by extension, policies for the public good and "real" human beings. Until we get "unreal" corporate money out of our politics it doubtful that things will ever get much better for any but the financial elite in America. To paraphrase Wall Street/Gordon Gekko "why would you wreck Bluestar (America)??" "Because it's wreckable! (and financially profitable in the short term).

If it's profitable to wreck it, and it's not illegal like child labor or something, then it should be wrecked.

I don't want a "humanized" corporation. I want a good product or service at a good price. If you're not breaking the law, like dumping mercury into the water or chopping off your employees hands in dangerous machinery, I don't give a rats ass if you are human, inhuman, or act like a zombie.

Give me the product, at a good price. Give me customer service. Complete my order on a timely basis, and fix it quickly when you screw up. If I order the black one, and you ship me the white one, then take the white one back and quickly ship me the black one. Otherwise, what kind of attitude or culture you have is quite irrelevant to me.

I feel the same way about Red. Make a good camera, with better specs than the competitor at a competitive price. That's all I expect. After that if you want to be open about what you do, tight lipped, you want to act elitist, you want to act like the common man's best friend, who gives a crap?

None of that changes what the camera can do or the price.

If Netflix DVD's by mail is a good deal, it is. If you can find streaming somewhere that's more reliable and cheaper than "Quickster" or whatever, then get that. If not, then keep dealing with Quickster.