Thursday, August 16, 2007

Stirring Bulletin(TM) Vol 2.










The Context
Stirring bulletins(TM) aims to provide a frequent jolt of new thinking in the form of actionable principles that help ease the transition into the complex, ever-evolving, fast-paced and very different world of Web 2.0 - and its coming antecedents – in the 21st century.

In issuing these bulletins.....


‘Middle ages thinking'



describes the old 20th century thinking and approach






'Renaissance thinking'




characterizes the new thinking required for the future





Volume 2

THE WHAT
Marketers and their brands need to shift the orientation in how they go to market. They need to engage people on their terms.

THE WHY
The rise in consumer affluence coupled with rising sovereignty from access to knowledge and choices – both driven by the internet – puts people at the center of driving decisions of what and how they want their needs fulfilled. The internet has also spawned a people-driven dialog about issues and brands that is apart from the previously order, controlled and dictated by media companies, marketers and advertising agencies who dominated the channel and the message:














THE HOW
There are so many examples of how marketers can change in order to engage people on their terms, it will be the subject of the next several Stirring Bulletins (TM). Volume 2 will focus on giving ideas to the people they can grow.

Middle Ages thinking


Advertising ideas where communicated at people, as passive recipients. Success was often measured and tracked in terms of whether or not people played back the idea the marketer had defined




Renaissance thinking



Give people an idea they can take, engage with and make their own heightening their involvement, as well as in the process reach into new areas and interpretations not previously planned.




Example: Axe Click

The idea of young men using a clickometer to record how many times they were checked out took on a new life beyond the original idea. Young men debated what the scoring should be, how it should differ in different situations, etc. giving it a life well beyond advertising exposure and penetrating popular teen culture

1 comment:

Travel Betty said...

Is that Ben Affleck? Aw, man, that's sad.

btw, thanks for the birthday drinks last Friday. great meeting you!