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Great post on Hee-Haw marketing. Comforting to see more are seeing the change..
Please read it!
Here are some great parts out of that post:
So, the picture should be even clearer. Advertising is dead, but marketing isn’t. We’ve started to adapt to this new environment by doing the only thing we could do, stop advertising, and just embrace the humanity of it all.
Now, we’ve become conversationalists, trying desperately to elicit some response where before we simply ignored it. And that’s a good thing. The implication is that we no longer own it or control it. Now we earn it.
While “targeting” the right consumers is more important than ever, our focus is expanding to trust, to improving the lives of our customers. It’s evidenced when you hear ad:tech attendees like Carver say, “The first question that should be hardwired in our product skulls is how will this help someone do something better, or faster or with more enjoyment…my mom, myself, my friends, etc. If we didn’t believe in our technology and the effort then there would be no enjoyment in bringing an app to market. In the end today’s market and media should be about many levels of choice and the opportunity to participate at whatever level a person finds most rewarding.”
As Harold Mann of Mann Consulting said, “But those that definitely work to improve people’s lives tend to make money more easily. When the money is the byproduct of the work and not the reason for it, it is easier to sustain one’s career.”
Currently I am working on basically a presentation linking it all together( well atleast for me). Wondering if I should share it all openly.. It starts to be, I believe, a powerful story..
The beauty is that what I am preaching I need to practice..
Arghh end of the week it is online…
Nice article in the Economist about Post Modernism
Many brands have been developed by people who were brought up on the idealism of the 1960s, post-modernism’s heyday. Entrepreneurs such as Virgin’s Sir Richard Branson and Body Shop’s Anita Roddick bring an emancipatory, anti-corporatist tilt to their business. Modern marketing has consciously co-opted the tools of post-modern “discourse” to sell more stuff. Brands such as Nike explicitly adopt rebellious attitudes in their advertising campaigns. Thus capitalism employs the critique that was designed to destroy it.