Micro Celebrity
January 2010
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Godin’s extremist take on marketing
posted by in
Thu 21st
There are those who hold a very narrow definition of it. Marketing comprises a known and limited set of functions and activities: brand creation, selling proposition, logo, slogan, advertising, collateral, website, and so forth. Each of these discrete components has its owner; the component are interdependent and mutually reinforcing. Though there is room for dynamism, in this view marketing is fully the sum of its parts. This is the traditional, and likely still majority, view, though one much derided by commentators.
December 2009
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If you don’t walk shoulder-to-shoulder with the masses, how can you market to them?
posted by in
Wed 2nd
The luminaries don’t like talking about unity. Absolutes make them uncomfortable. They are conditioned to prefer segmented, relative, hyper-contextualized data. And yet they position themselves as being eminently qualified to help companies get to scale and seduce the masses.
November 2009
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I Love Me, I Really Really Love Me
posted by in
Mon 30th
Personal brands have proliferated in the conversational marketing era. It’s the self-referential, self-promoting quality of the personal brand that I hate so much. Things like a radical imbalance between followed and followers (flock?) on twitter. It’s as if their corpus of knowledge is so vast that they don’t need to absord any new information from anyone else, while at the same time, they expect their fawning coterie of digital groupies to hang on every word they sputter out.
Godin’s extremist take on marketing
posted by in
There are those who hold a very narrow definition of it. Marketing comprises a known and limited set of functions and activities: brand creation, selling proposition, logo, slogan, advertising, collateral, website, and so forth. Each of these discrete components has its owner; the component are interdependent and mutually reinforcing. Though there is room for dynamism, in this view marketing is fully the sum of its parts. This is the traditional, and likely still majority, view, though one much derided by commentators.
-
If you don’t walk shoulder-to-shoulder with the masses, how can you market to them?
posted by in
Wed 2ndThe luminaries don’t like talking about unity. Absolutes make them uncomfortable. They are conditioned to prefer segmented, relative, hyper-contextualized data. And yet they position themselves as being eminently qualified to help companies get to scale and seduce the masses.
November 2009
-
I Love Me, I Really Really Love Me
posted by in
Mon 30th
Personal brands have proliferated in the conversational marketing era. It’s the self-referential, self-promoting quality of the personal brand that I hate so much. Things like a radical imbalance between followed and followers (flock?) on twitter. It’s as if their corpus of knowledge is so vast that they don’t need to absord any new information from anyone else, while at the same time, they expect their fawning coterie of digital groupies to hang on every word they sputter out.
I Love Me, I Really Really Love Me
posted by in
Personal brands have proliferated in the conversational marketing era. It’s the self-referential, self-promoting quality of the personal brand that I hate so much. Things like a radical imbalance between followed and followers (flock?) on twitter. It’s as if their corpus of knowledge is so vast that they don’t need to absord any new information from anyone else, while at the same time, they expect their fawning coterie of digital groupies to hang on every word they sputter out.
