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 obvio...

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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...

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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...

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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...

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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...

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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...

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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 wildfi...

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Make Marketing Transcendant.

Thanks to Lauren's art direction, I recently found myself amazed by the scale of the gallery that is Dia Beacon and being able to have huge rooms all to myself. I didn't understand a lot of it, but the comment of one of the artists Michael Heizer seemed to apply to the whole experience and many forms of business communication and interaction as well. "It is interesting to build a sculpture that attempts to create an atmosphere of awe....if people...

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That's Not How We Explain Things.

Much as I love New York, it seems to me that the signage has deteriorated greatly - nowhere more so than on the subway. The most prominent part of this poster delivers a message that is incorrect for the majority of the day on which it appeared. It would have been much clearer to announce that there were "No late-night Brooklyn bound trains" at this station, but that didn't happen because someone has decided that the conformity of communications...

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Co-Opting Causes Causes Customer Concern.

If your company believes in something, then don't just co-opt the sentiment as a tagline. Walking the walk is what counts, both in real life and in terms of customer approv...

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Missing The Customer Target.

Just saw this tweet from my CTO friend Matthias."I hate when Dell asks "what segment are you? small business? large business? home?" without explanation. Just show me computers, ok?" He's right. Yet businesses still insist on trying to categorise customers by their criteria rather than ours. Why should they presume to know us better than we know ourselves? Make it easy for customers to tell you, if it's really necessary, and then just focus on giving...

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Being Missed (aka Seth Godin Agrees With Me!).

Last night, I had the privilege of being one of a group of people invited to watch and comment upon a run-through of Seth Godin's newest talk. In it he adds some of the ideas from his latest book Tribes to the mix while synthesising a lot of thinking that is bubbling around social media and marketing. It was terrific.Coincidentally, one of the points he made was what I had intended to blog about today. That point is that among all this talk of social...

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Make Marketing Exciting.

If you're not excited about your product, why should a customer ...

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Everything Is Marketing (Chapter 271).

The previously featured Ferrari emporium in Regent Street is seeking staff. But the marketing department - who previously used it to announce the arrival of the emotion of Ferrari - seems to have fogotten that its temporary storefront is still the billboard for their brand. By allowing such a badly written piece of copy (for that's ultimately what it is), they've the location all the aura and emotion of the corner-shop window replete with DIY ads...

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2009 Guidance for CMOs. . .

When budgets are on the cutting board, the marketing function often has to shoulder more than its fair share of the pain. The cuts of 2008 and 2009 will be no exception. In IDC's most recent budget survey, closed in September 2008, actual 2008 spend increase will be just 3.5%, a reduction from the 4% predicted earlier this year. In addition to the short term budget cuts, the pressures of the current downturn will usher in a period of more sweeping marketing organization change. In my five years as a CMO Advisory analyst at IDC, I have never...

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Don't Watch That, Watch This.

The news that ITV has developed a technology to embed advertisements into the uninteresting part of TV dramas is indicative of a desperate attempt to cling to a model that customers have started to abandon. Even if there is a lot of dead screen-space in ITV dramas these days.People change their behaviour for a reason. The appropriate marketing reaction is to understand that reason and adapt accordingly. It is not to ignore their mindset completely...

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