Rob Walker’s Buying In is one of the best books on marketing ever. In this article (Coke conspiracy), Rob talks about one of the most fascinating marketing failures ever. Conspiracies abound, but the bottom line is that Coke was trying to ‘give the customer what they want’ and it blew up in their faces.
Get to know your customers. Let them get to know you. Earn their trust in your ability. Then give them what you know is best, not what you think will make them happy.
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