Gomorra Marketing.

One of the many great things about this movie is the way the characters emerge over the course of the narrative. Unlike many movies, no-one is introduced, you're not told who they are nor what you should think about them. The mystery draws you in, the discovery hooks you and the reward is all the greater because of it. The marketing analogy is obvious.

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The Medium Isn't The Message.

"Murky is why being embraced by extreme athletes and clubgoers and gym rats and middle-class office workers and computer gamers and break-dance fans is just fine - at worst, each group simply thinks Red Bull is something for them, partly because they have never been told otherwise."

"Timberland discovered success in the diverse, even contradictory, ways that consumers found personal narrative relevance."

Do you really think you can know your prospects so well that you can craft the singular message that a specific individual wants to receieve?

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Too Close To The Edit?

In what I think they said was Phil Spector's first television interview for forty years, the "genius that other geniuses come to" described The Beach Boys' Good Vibrations as an "edit song".

Since he contrasted this with his own composition "Be My Baby" (which Brian Wilson calls the greatest song ever written), I took him to mean that an "edit song" was one that couldn't be faithfully reproduced live and was therefore inferior at some emotional and perhaps musical level. It's an interesting thought.

Perhaps that is what the repulsion of the uncanny valley is about - if something is refined or edited too much, the authenticity is lost and we sense the manufacture involved. This doesn't mean we have to get it right first time, but I wonder if it means we have to know when to stop refining and move to a whole new model/service. Incremental improvements are fine, but eventually they get tiresome. It's easier to be remarkable if you do something completely new.

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Wired Causes And Philanthropy.

Tom Watson has written a really interesting book (albeit with an appalling publisher-imposed title) in which he expands on themes espoused by Clay Shirky with specific reference to social activism, charity and philanthropy.

It is required reading. Not just because of the importance of the subject matter, not just because increasingly your business demonstrably has to stand for something, but also because it is filled with lessons in low cost marketing and you just know you're going to be expected to market smarter in the coming years.

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Noticed Once, Never Forgotten.

When the going gets tough, businesses tend to play safe. When the going gets tough, it paradoxically becomes easier to stand out if you are brave enough to make yourself different. When the going gets tough and the competition is playing safe because of financial worries and reduced budgets, you can be frugal and still stand out.

The photo above is taken from a pdf of all the interns who worked with Seth Godin this summer. He featured it on his blog and thereby gave them a great platform to sell themselves. The one page that stood out (and not just to me) was the one that didn't list their qualities and skills, but just took the opportunity to say thanks. Being different got her noticed.

In similar vein, I know that Iain Tait is worth listening to, be it over a beer or at a conference or, ideally, both simultaneously. But so will anyone who reads this bio. I'm pretty sure it was written specifically for this conference, but it's so different from the other dreary ego-puffs that he will inevitably be noticed before he's even uttered a word.

Both people realised you have to be noticed before you can be missed.

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The Psychology Of Gullibility.

I couldn't resist a lecture with that title, now could I? It wasn't even the hoax I half expected it to be, but rather a discourse by Cornell's Head of Psychology, Thomas Gilovich on the causes of questionable and erroneous beliefs. He focused on three.

1) People have great pattern recognition machinery in their mind.

Unfortunately that means people often see patterns where there is, in fact, only randomness. A perfectly fair coin could land on heads ten times in succession and the odds of it happening an eleventh time would still be 50% but most people would think differently.

2) People test propositions by looking for evidence that supports them.

Positive reinforcement is much easier to find when you're actively looking for it. To test a proposition correctly you have to find both positive proof and a lack of negative disproof.

3) People are literally always of two minds about things.

We have a rational and an intuitive mind that battle against each other all the time. Intuition works better in situations where you have more data and/or experience, but people don't realise that.

Short-term marketers could and do take great advantage of any or all of those things and pull the wool over gullible eyes, but smart marketers who use them to help the customer feel more informed in their decisions and in control of their life will reap greater and longer-term rewards.

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The Village Pet Store.

Not really a marketing post, just a recommendation if you're in New York before the end of the month. Though it does serve to remind you that someone, somewhere will always point out your business malpractices and that today that word will spread like wildfire.

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