Culture at Mullen

The Truths We Live By

May 29, 2009 Katie Tammaro

The world in which we operate changes every day. As a group, we understand and embrace the convergence of new technologies with traditional influence. Our approach and our programs are guided by a set of undeniable insights into consumer behavior.

Consumers want more participation and even control.

It is no longer good enough to think of a consumer as just a spectator. They participate. In media. In conversations. In defining and redefining brands.  By understanding this dynamic, and putting consumers at the center of everything we do, we find new ways to engage with them, listen to them, learn from them, inspire and mobilize them.

Customers want to do business with a person, not an institution.

Faceless institutions are just that. Institutions. Not people. And we want to support and do business with people. As social media lets institutions connect with consumers on a personal level, it’s the people within those institutions that shape perceptions and build relationships.

Consumer relationships with media are more complex than ever.

Content is currency.  Consumers have become media agnostic, choosing to digest content across and between platforms.  Our job: make it easy for them to find the content they want, on whatever platform they happen to be using at the time.

Everyone’s attention span is shorter

Get to the point. Make it sharp. And then sharper. 140 characters is all you have.

Expectations are higher.

In a 24/7 world, we expect more from the companies we do business with. Faster service. Better answers. Fewer problems.  Fail to meet those expectations and watch consumer sentiment, loyalty and business falter.

How you behave matters more than ever.

Today’s offhanded comment is tomorrow’s firestorm.  As reputation managers, understanding that the editorial filter has all but vanished means that corporate and personal reputation can be bolstered or irreparably damaged by even the smallest missteps.  Responsibility and responsiveness have never been so valuable.