Identity marketing...it's the commercialization of ego...and it begins at an early age, you know Coke or Pepsi? Verizon or Sprint? PC or Mac? Prius or Humvee? Red Socks or Yankees? Red State or Blue State? As members of a consumer culture we closely align our identities to the brands (yes, even political brands) we use as well as define ourselves by the brands we reject. For instance, since I was a child, I was Coca Cola... it symbolized all that was right about life...including the 20th century Santa... and Pepsi? Well!Those who drank Pepsi might just as well have been worshippers of the devil. We(my family) didn't drink Pepsi...this further protected me from who I wasn't. You can imagine my shock when I discovered several years back that I preferred Pepsi!
In no way is the choice between Coke and Pepsi of the same import as the choice between Prius and Humvee; Coke/Pepsi is a question of taste with a broad socio-economic base, Prius/Humvee a choice with a more narrow economic base identifying with distinct social, cultural and political ideologies.These complexities in choice lead the marketer to the development of personas.
Friday, February 9, 2007
Saturday, February 3, 2007
A new twist on electronic marketing...
On Thursday, February 1, a new form of electronic marketing was let loose on an unsuspecting world. 38 strange black panels with small lites depicting a cartoon character were strategically placed throughout Boston as they had in nine other US cities in the past two weeks. http://youtube.com/watch?v=J3xaZDWl51U
Arguably, this form of guerrilla marketing was in fact more successful in Boston than in the rest of the cities where the lit panels seem to go virtually unnoticed. But in Boston, there was quite an uproar complete with criminal charges and a demand that Turner Broadcasting reimburse the city for tying up the city's emergency personnel The performance artists hired to place the panels were questioned by the press and volunteered to take only questions about hair in the 70s. http://www.youtube.com/watch?v=X2fGzmphx4U&NR
Wow! You couldn't ask for better exposure. I had no idea who or what Aqua Teen Hunger Force was nor would I have cared but now...
Yes, the medium is the message!
Arguably, this form of guerrilla marketing was in fact more successful in Boston than in the rest of the cities where the lit panels seem to go virtually unnoticed. But in Boston, there was quite an uproar complete with criminal charges and a demand that Turner Broadcasting reimburse the city for tying up the city's emergency personnel The performance artists hired to place the panels were questioned by the press and volunteered to take only questions about hair in the 70s. http://www.youtube.com/watch?v=X2fGzmphx4U&NR
Wow! You couldn't ask for better exposure. I had no idea who or what Aqua Teen Hunger Force was nor would I have cared but now...
Yes, the medium is the message!
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