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.
The
Best Laid Plans
Of Mice And Men.
Dare
to Be Great:
The Mad Genius of "The Matrix"
Did
Coke Adapt "Cool American
For Sprite?
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
SECRET
TO OUR SUCESS.
The
truth is MadisonAveNew.com
has been picking up readers like a house on fire. We actually owe it
to a suite of six web marketing tools.
If you would like to know
more, give them a click. Yeah, we get a kick if you buy them.
Here they are:
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The Future Of Advertising O.K. so this week I got my 33rd e-mail saying, "Dude, you spend far too much time looking backwards at what used to be. If you're supposed to be all that, tell us what you see coming down the track." Normally, I would write this fool back with my standard reply to such drivel. Which is, "What do you think people PAY me for?" But this time, I'm feeling a little more generous, so I'll give you a little taste for Free. The future of Advertising will be ruthlessly innovative. There will be no "sacred cows." There will be no "agencies of record." There will be no "Media Outlets."
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"The Brand: All I Want To Know Is All I Need To Know."
These entities will continue their spiral into obscurity as the result of one key fact. They will not be able to keep up with the accelerating appetites of the global society of information-starved consumers. These consumers, empowered by the ubiquitous penetration of web-accessed infotainment will become driven by one overarching criteria "All I Want To Know Is All I Need To Know." |
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Thank you for
coming to speak to our Thank you for paying me.-HW |
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Nothing else will matter to them. Nothing else will count. Global populations will become as obsessed about their particular "Values and Interests profiles as Boston Red Sox Fans are about everything Red Sox. Infotainment will become the ultimate "Opiate of the Masses," as billions around the world tune in to tune out. Reality will become too complex to deal with. "Pod People" will/are banding together by their interest in such esoterica as "The Matrix: Was it More Than A Movie?" or "The Michael Jackson/Halston Connection" or "The 1960 Chevy: Ultimate Muscle Car?
The larger these groups become the more likely will be their ability to become self-sustaining financially. This economic independence will look like this. 35 people have an obsessive interest in The Training regimen of Fighter Pilots in the Japanese Imperial Navy 1935-1945. Say, 15 of those people are Linux Applications Developers. Two are IT marketing executives. Four are graphic designers. One is a CFO. One is a lawyer. The rest have some experience in selling stuff. Somebody suggests on the group's Yahoo Forum that they form ZeroPlane Applications and create a spreadsheet knockoff of Microsoft Excel that sells for $25 bucks.
One year they may send Jackie to Saga prefecture to interview one of the 9 surviving W.W.II Aces of the Imperial Navy and drop by for a sales call on Toyota Motors. The next year they might all go to Santa Monica to examine ( and perhaps fly) one of the last remaining Zero Fighters on Earth. Everything they do with their free time, will be rooted in their particular obsession. These 35 people and literally billions like them will be virtually impenetrable by any influence that isn't directly connected with "All I WantTo Know Is All I Need To Know about The Training regimen of Fighter Pilots in the Japanese Imperial Navy 1935-1945, or whatever it is that floats their particular boat. Since every member of their family will be similarly engaged in their own "Infotainment Pods" and since their other socio/economic contacts have been addressed within their own "Infotainment Pod" these 32 people will virtually "disappear" from the consumer marketing landscape. As this phenomena grows, and it will/is doing so at alarming rate, especially among GensY and X. Another phenomena will be taking effect in other parts of the global economy. "Flat-Earthing" or the total "Edu-mersion" of entire generations of young people into hyperdrive skills training to meet the voracious demand for outsourced everything in developing nations will have the same effect. Isolation and insulation from general interest media. As a result of these population trends, brands will become less and less relevant for the products they provide and more and more relevant for their ability to enter "pod consciousness." The Brands that will have the leading edge in this battle will be in the areas of financial services, utilities, health and wellness, travel and content delivery. In other words, products and services that provide the pods with their infrastructure needs. Since
the essence of Capitalism is the ability to direct the flow of economic
resources to allies and away from competitors, alliances will form.
Those products and services that can "Trojan Horse" their
way into"pod consciousness" as affiliates of the key Then the Infrastructure Brands will begin to fight for "Share of Pod" Affiliate Brands will loose their identities and become acquired or OEM'd as Brand awareness becomes the only thing that matters. Capturing the momentary attention of the ADD-like "Infotainment and Edumersion Pods" will ultimately lead to less than ten global megabrands. These Brands will look more like content providers than product and service providers. this is because the "Infotainment and Edumersion Pods" will ultimately become minisocieties numbering in the tens of thousands, creating their own mediaoutlets and dominated by their own obsessive interests. And being authoritative in those millions and millions of specialized interests will become the price of admission for those global megabrands who can adapt fast enough to remain viable. Next week we will look inside the "Infotainment and Edumersion Pods" to The Targets"
Stay Tuned .
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