Highway 61 Re-Revisited

the inevitability of trendiness

Yes, it finally happened, like we all knew it would.

And speaking of me being an Apple buff, here’s one negative thing about what is probably the most powerful thing in the world:

“…no matter how amazing your brand message is…No matter how beautiful your product is…No matter the level of customer service…your customers will want a real say in what they purchase and even what your product should be. Don’t be shocked when it happens either. Take it as an opportunity to learn. Let it soak in for a minute. Let their voices be heard and see if what they want might actually help you the next time you engage them.” -> by Matt Binkowski of Jack Morton, after analyzing Apple’s fight to keep its software “private” for sales’ sake

And to further this opinion, take a look at this insightful piece of “now”-coherent writing.

Also, check this out:

“Given the “pro-social” mentality of younger consumers, cause marketing is likely to keep growing. The 2006 Cone Millennial Cause Study found that among consumers born between 1979-2001, 61% feel personally responsible for making a difference in the world—and 78% believe that companies have a responsibility to join them in this effort.” – from an article by Liz Bigham

I’m looking into experiential marketing partly because of the day job. Yes, I do however think it’s fascinating and the reasonable step in marketing strategy for any company. Any up-to-date self-respecting brand is already using it and has a long time before it became a topic of discussion, anyway. That is, before respecting the consumer was actually a trend.

However, it all ads up to the same thing: not just companies, but everybody has to go with the flow. Of course we’ve got a soft spot for the past. Hell, I adore Bob Dylan (speaking of which, kudos to one of the world’s better people, Julie White that gave me The Bob Dylan Chronicles, volume I for my bday). And he loved folk music. It is the past that builds us, but it builds us for the sake of the future and it is ludicrous that after all our efforts of reaching and achieving that somehow target some distant time, we could, still, not give a damn about the future.

There’s no common sense towards growing steadily, proficiently, responsibly in what we do. Especially with Romania. It doesn’t happen with people or companies. We’re all just focused on meek, scanty, selfish objectives that have nothing to do with the world around us. And we are in fact the world. Not the cars, not the buildings but the spirit of the era. And we connect from trees, leaves and the rain to everything alive and more real than superficial name-tag elegance.

And, also ludicrously, marketing is probably one of the best examples out there. Because it changes, it evolves, it switches course, anything to grow and stay alive. Talented marketers should be nothing more than elegant fighters, pushing everybody else forward, telling you who to be and what to want, so long as you’re not capable of deciding. They find ways to interact and keep you connected, hook you so badly that any woman in love could take a hint. Brands are probably like women anyway, all trying to get married to the same man: the consumer.

Right… Far too late for my gibberish now. Off to doing.


Filed under: Laid about opinions, Life teaches us..., The times, To Dos, , , , , ,

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