Negative criticism = Opportunity to engage

While learning about contemporary marketing theories and consumer goods touch points from Hanne, I ran into this video where Avinash Kaushik from Google discusses how seizing negative critisism can be turned into opportunity.

What we have learned is that customer can become even more loyal when errors are corrected promptly and smoothly.  Having a personal presence in social media can be a huge asset.
Instead of being worried about having negative content on the web, one can have negative content AND show how well complaints are taken care of and criticism is used to develop the service.

Use the link for the right spot (1m42s), or watch the whole clip.
Winning the Zero Moment of Truth - Ratings and Reviews: Word of MOT

There is a side track here also. You might remember the Talisker case. -The story took new turns after my post.
It actually makes a good example here, since we you all could already know how things are if their media policy would include the presence in the blogs.. 

Egolocical thinking as a strategy; Patagonia and Basecamp Oulanka

Some might say that Patagonia is crazy company when launching a campaign with the motto "Don't Buy This Shirt Unless You Need It".

For me, it made read through their values and find out that Patagonia is one of the leading companies in the world really finding ways to produce it's outdoor gear in the most ecological way possible.


Outdoor lovers use enormous amounts of different kind of synthetic fibres, plastics and composite products. It's about time that there are some leaders in making our consumption leaner so that we will not destroy our environment while enjoying it.

Another good example of ecological thinking in nature travel is Basecamp Oulanka in Kuusamo. They arrange a range of wilderness activities from extreme adventures to well-being holidays - all with high environmental, social and economical standards.
Seeing what modern wilderness tourism has done to many areas of Finnish Lapland, doing things really in the original way and minimizing operational footprint in every way is a refreshing, delightful and not a bit less fun.

Buy a Patagonia - if you really need one, and go to Kuusamo to enjoy some real experiences!

The moment of choosing a strategy

CityDeal launched itself in Finland about a year ago. It has offered quite good bargains of quality products and services, but now it seems that the revenue expectation has contradicted with the growth and the offers include items that would be more suitable for TV store.

This clearly presents a critical moment in how CityDeal builds it's customer base and who do they focus their marketing. -At least I will delete my account in near future if this starts to be another channel for the crap available from TV store.