May
16
Influx Insights Live Feed
Bits and pieces that may not may not make it onto Influx Insights.
Rough ideas, thoughts and images.
“Touching upon many of the themes chronicled in his 10 books, Mr. Godin said that over the past 100 years it has been fairly easy for marketers to interrupt culture and “force people to pay attention,” most recently largely through television advertising. But the paradigm has shifted radically in recent years with the proliferation of Internet use and social networking, and as the audience for traditional media shrinks. Consumers have more power to seek out the information they want about brands. On the other hand, marketers wrongly keep attempting to force messages on people because they engage in “TV thinking — interrupting people who do not want to hear from you.”
Rise of people power
May
14
“If you do bother, you will set an example for other people. If enough other people bother, each one influencing yet another in a chain reaction of behavioral change, markets for all manner of green products and alternative technologies will prosper and expand. (Just look at the market for hybrid cars.) Consciousness will be raised, perhaps even changed: new moral imperatives and new taboos might take root in the culture. Driving an S.U.V. or eating a 24-ounce steak or illuminating your McMansion like an airport runway at night might come to be regarded as outrages to human conscience. Not having things might become cooler than having them. And those who did change the way they live would acquire the moral standing to demand changes in behavior from others — from other people, other corporations, even other countries.”
The Green Issue - Climate Change - Environment - Energy Efficiency - Consumption - New York Times
May
12
“The pressure from the channel-thinking, creative agency-dominated culture of marketing as it stands is: put it all on red. Go for the spectacular. You’ve had a spectacular work out before? Great - let’s put it all on black this time… Well if I were them, I’d start thinking like a creative studio and not a desperate high stakes gambling addict. Take your £20m budget and put some into safe bets and a portion in seeding ideas, programmes, creative approaches that might. Only a portion, mind you - holding back a reserve to put behind the bets that turn out to be contenders.”
Open (finds, minds, conversations)…: Advertising by spectacular is addiction to high stakes gambling
“Advertising and marketing generate a certain amount of word of mouth, but by and large, brand reputation rises and falls based on the quality of the product and the service wrapped around it.”
MediaPost Publications - Consumers Post To Web Due To Experience, Not Advertising - 05/05/2008
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