I don’t want to make a habit out of using this as a platform for promotion, but my friend shared this with me after reading my ‘by globalization, i mean localization‘ post where I mentioned the value of authenticity – and where it was clear that I might have some tangential thoughts about how this has become corporate strategy for both designing products and marketing to consumers (in fact, it might be closing the gap?).
Either way, these guys are pursing an investigation along similar lines, and I thought some might find it interesting too. Also, I have a bizarrely strong affinity for movie trailers, so I really couldn’t resist.
I suppose I could have done a whole post on marketing & advertising, but I don’t really know that much about it. Oddly, I do have some background in branding & communications, and have actually enjoyed it very much, but since its all been in the nonprofit sector, we don’t think of it as ‘advertising’ really. But perhaps thats just wordplay.
After all, I do see this as all being increasingly relevant. Are we truly in the golden age of advertising? Is it really advertising? What do we call it when we attract customers by being ourselves? This guy talks about the “four market forces that will cause businesses to either stand for something or eventually shutter”. Purpose. Authenticity. So, we need to be genuine, and we need to be part of something larger than ourselves. What’s so wrong with encouraging that?
SInce we’re somewhat unexpectedly on this marketing/communications track (Can you tell I’m writing this as I go, unlike some of the more thoughtful pieces?), allow me to share a social media breakdown that I enjoy: