Improving the effectiveness of information

I have an annual travel insurance. It is not that I travel a lot, but it gives me the flexibility to come and go whenever I want. It saves me the trouble of ordering a new travel insurance for every vacation and it guarantees me that I am always insured. You could say that it provides me with the suggestion of freedom to travel. But isn’t it strange that I need to take an annual insurance, just to avoid the hassle of ordering a new insurance every time I want to travel? And what about my coverage? Should I choose worldwide coverage just in case I want to travel outside of Europe? And why do I have to pay for the days that I am not traveling? I demand a personalized product that automatically adjusts itself too. And I only want to pay for what I use We are the ‘click and buy’ generation and these days, everything is getting personalized. In a series of articles on contextual intelligence and robotics, I want to give you insight in the state of the technology and it's appli...

In the previous episodes of this blog series we have looked at the lessons I have learned on Product Branding during my days as a product marketer: Lesson 1: Define your goal Lesson 2: Stay close to the facts Lesson 3: Be clear about your motives Lesson 4: Don’t wait until tomorrow In this final episode of this series (for now), we are going to look at lesson 5: Keep your brand intact. This is based on the lessons I have learned on what works and what doesn’t work when your brand value is impacted by external factors like bad publicity. Lesson 5: Keep your brand intact Imagine yourself being the product marketer of  company that delivers business software. You have established a strong brand for your company and its products and you are planning to continue working on this brand. But then something happens that immediately impacts the value of your brand: one of your clients has published a rather negative article about your product. The article gets a lot of attenti...