Digital strategy for the world we live in

Awarding #QantasLuxury with a Downfall

Customer loyalty programs are funny things. They often walk a fine line between promise and flattery, between exclusivity and exploitation. These programs are laced with words and imagery that reinforce the sense of entitlement, achievement and reference “awards” and benefits. But in a socially connected world, awards, entitlement and even exclusivity can be...

When Your Twitter Campaign Goes South – #qantasluxury Ditches

Today, Qantas launched a Twitter-based competition. Perhaps underestimating how much damage has been done to the brand in the wake of the recent lockout of its workers, the vocal Twitter community hijacked the campaign and have been busily reminding Qantas management (and Board) just what negative brand sentiment can translate into. Clearly, Qantas has not...

What Qantas Will Learn from its Social Customers

Or an alternative title: What Qantas Will Learn from its Former Customers Because they are Social I can still remember the smell of the lithographic duplicator machines that were used in my primary school. The light purple writing would hold that odour long after the ink dried. And one day – I think it was in 5th class – I remember learning about the Queensland...

Five Reasons NOT to Renovate Your Bathroom with Harvey Norman

When I worked at IBM, I often heard the quote, “no one ever got fired for buying IBM”. I loved this as an idea – and still do. It neatly encompasses the robust, trustworthy status of the big blue brand. It provides customers with the promise that while the price may come at a premium, that delivery will be flawless; and it provides employees with a rallying...