The
Battle For Coca-Cola
Rages On.
Ain't
Nothing Like
The Real Thing, Maybe.
I
Don't Mean To Say
I Told You So, But...
Are
Consumers Smarter
Then We Are?.
The
Four Great Myths
Of Global Branding.
Mr
Bevis Butts Heads
At Mitsubishi
The
Best Laid Plans
Of Mice And Men.
Dare
to Be Great:
The Mad Genius of "The Matrix"
Mitsubishi's
New Marketing Boss
Out Of The Frying Pan.
Concept Is Stronger Than Fact.
Value
Perception In A World
Gone Mad With "Cool"
The
Future of Advertising
The Brand
The
Future of Advertising
The Targets
The
Future of Advertising
The Grid
The
Future of Advertising
The Swarm
Technology
Making The Message
Meaningful
The Only Business That Matters Is The One You're In.
What
Ever Happened To The
Big Idea?
The Post-Advertising Era Is Here
Confessions Of A" Liar For Hire"
Good, Bad and Ugly At the Moment of Truth
A Post-Advertising "Big Idea".
The Value Of A Paying Pustomer.
Emergence Of the "Empire of One".
All customers Are Created Equal
Playing God An Other Atrocities
the
City That Spawned
The Age Of Advertising..
Fear And Self Loathing In Advertising.
The Greatest Success Metric Is Sales.
Foot In (Word Of) Mouth Disease
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2006. Nothing Sticks. Commin' atcha. Two-double-oh-six. The year of "Whathitcha." You'll never see it creeping up on you. Constant change. Relentless reconfiguration. New for the sake of new. That is what we have to look forward to in the coming 365. Convergence of everything. Preservation of nothing. Status quo gotsta go. The first victim of change in the new year will be change itself. Since change will become constant, nobody will notice it any more. Cities will paint their buses different colors every month to get riders for mass transit. You won't notice the blue bus is now red, because next month it will be purple. The color changes will be sponsored by RCA ColorTrac. Getting The Color Right. Change for the sake of change. |
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The biggest change will be in the way we buy shit. We won't be able to stop. Enough will never be enough for us. That's because the Chinese are coming to a neighborhood store near you with a brand newer, cheaper, cooler everything. Demand-driven supply chains will consist of hundreds of trading partners. Retailers will have "endless aisles" with stuff you never dreamed of, let alone ever seen before. "Gotta have that," will be driving the bus. Brand names will cease to mean anything other than their own spelling. Wal-Mart will sell everthing from miniature Fuji apples to hemotherapy. The Big Boxes will become fearsome competitors to each other as Sears and JC Penney square off to see who can give you the best price on a nose job. Ultimately they will eat each other alive. Price will cease to be the great motivator of sales. |
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Where the hell were you for three weeks. How do you just take off and leave your readers hanging. I for one, won't be back. –D. Simms, Pittsburgh The true cool is not missing you when you go and not noticing you when you return.–hw |
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Other factors will soon come into play. Like PMS 2665. A particular shade of purple. A shade of purple that will span every product essential to equip a modern day home. Entire subsegments of the population will furnish their homes in two-doublesix-five from top to bottom. Two-doublesix-five will define who they think they are for the next four months. Then they will be on to something else. PMS 2665 will become old school. Retro. Entire truckloads of 2665 will appear on eBay as if on que. Three weeks later 2665 will be all the rage in Qua Trang, Cambodia. Credit card debt will soar to Alpine heights. An entire sub-culture of "plastitutes" will emerge, using the Internet to exchange sexual favors for Amex payments at the end of the month. Change for spare change. Television audiences will get smaller and smaller. Radio audiences will get larger and larger as satillite radio migrates to the iPod and follows us throughout our day. A seamless wall between us and whatev. Did I mention that seamless radio cocoon will be commercial-free? In fact everything we do in 2006 will be commercial-free. That is because 2006 will be the year that we as an audience reach our maxed-out saturation level with brand advertising. It will just fade from our consciousness because it will be so pervasive. In 2006 Nothing Sticks. Not the brand names on your favorite sports arena. Not the brand name on whatever it is you're drinking. Not the nameplate on what you're driving. None of it will register. All of it will become meaningless. And only one thing will matter. How long have I got before I can no longer keep up with a world in constant change. Stay tuned.
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