Stop Listening to the Customer

Index

• abuse, campaign to prevent 171–172
• Accenture interactive 6–7
• advertising 3, 16, 22, 33, 35, 36, 167
  • — ALDI campaign 78
  • — Apple vs PCs 84–85
  • — Apple Think Different campaign 118
  • — Art Series Hotels campaign 76–77
  • — ASIS example 115–116
  • — bending a category 84–85
  • — campaigns 23, 53
  • — Consumer in Control model and 31–36
  • — Dirt is good campaign 134–135
  • — Man Up campaign 148–149
  • — NRMA campaign 152–154
  • — pre-testing 104–105
  • — QT Hotels campaign 52–53
  • — 13cabs 127–130
  • — Tourism Australia campaign 72–74
  • — Vegemite 103–110, 174
  • — waste in 32
• Aesop 166–168
• ALDI 78
• Alexander, Verda 45–46
• Alter, Adam 160–163
• Amazon 44–45
• Anna Gare's Cab Fare 129–130, 144
• ‘Anthem' (Cohen) 136–137
• Apple 4–5, 71–72, 118
  • — category bending 84–85
  • — iPhone 4–5, 72
  • — naming protocol 4–5
  • — product irritations 71–72
• Arkwright, David 134–135
• Aronson, Elliot 143, 157
• artificial intelligence 27, 124
• Art Series Hotels 76–77
• ASIS (Australian Secret Intelligence Agency), repositioning 119–121
• assumptive social norm 37
• attitudes, changing through action 165–172
• Aussie Home Loans 156
• authenticity 139–140, 159
• Avis 139

• banks, Australian 2, 3, 48, 62, 84, 97–98, 156
• Batman 138–139, 141
• Batman marketing 139–140
• Baxter, Mat 4
• Bega Cheese Ltd 99–105
• behaviour
  • — bystander 171–172
  • — changing 93, 165–166
  • — irrational 23–24
  • — lying and 23–27
  • — pro-social 173
  • — research 27
• behavioural economics 158, 160–161
• Bennett, Paul 39
• BMF Advertising 78
• board and CEO, company 112–115
  • — branding and 114
  • — creativity and ...