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The other day I was emailed a copy of Clive Humby’s ‘Brand is dead. Long live the customer’ – not another marketer telling us what we already know, I hear you cry. Well yes…. and no.

Humby’s approach on this ever popular subject is not revolutionary, but the way he conveys his message is.

Humby illustrates his point by way of a simple fable for business today. His Fable, ‘A Tale of Two Kings’ uses the language and metaphor of a child’s ‘once upon a time’ story to explore what happens when an organisation relies on the wrong measurements to determine brand value and fails to listen to its customers. This unique approach to conveying the importance of insight and understanding of audience is very entertaining, easy read, and provides an excellent format for relaying this message back to others.

The paper is brought to life with a series of original drawings of Kings Talkandtell and Askandhear and exposes the fatal flaws in conventional marketing strategies. A subject we digital strategists hold dear to our heart here at Pancentric, so I encourage one and all of you to have a quick read.

And live happily ever after (I’m sorry I couldn’t resist)

THE END (Sorry, I’ll stop)

Find a copy here – A Tale of Two Kings