The Fashion Industry is a model for how the remix culture has spawned innovation. The industry is always at the cutting edge of culture simply because the nature of the business gives them no better choice (if they want to stay in business that is). That is why as a marketer looking to understand culture, I feel that it becomes extremely useful in understanding what the Fashion Industry is up to. This summer, the trend has revolved around “Romance” and “Ethereality“. As this trend gradually finds its way into popular culture, marketers that look to create a sense of romance and simplicity with their programs will likely benefit.
Romance in Spring/Summer 2009
Marketing Commentary by .
GM’s new ad talks about “simple math”, claiming that since they have new 2010 models coming, they want to get rid of the current ones through a clearance. Unfortunately, GM really does not understand the basic concepts of marketing.
So whats the problem with this commercial?
Problem 1: So, you want your customers to buy your shitty cars while you make space to store newer, potentially “shittier” cars?
Problem 2: GM talks of simple math as if the consumer is an idiot and may not understand the word “clearance” otherwise.
Problem 3: Its bad enough that our tax dollars have gone towards saving GM. Now the company wants us consumers to buy old models to further help the company out. Are you kidding me?!
Grant McCracken in his recent blog talked about how GM’s CMO Lutz called consumers “Lemming-like followers of current trends”, for thinking that GM cars were uncool. Apparently GM’s on the right track to recovery…and it starts with bashing potential consumers.
If reading this makes you as angry as it makes me, blog about it. Tweet it. Put it on your status message on facebook. Its time we take charge of our (unfortunately) company!
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I’ve constantly wondered why brands like Apple manage to maintain a rebellious and anti-establishment image when they’ve actually become very much a part of the mainstream. More importantly, I’ve wondered why loyal fans of these brands continue to support them, even though they (the brands) end up standing for everything their fan’s opposed in the first place. Then, it hit me (well after a many hours of reading and researching)! Rebel culture is a key driver of consumerism (the very thing it starts out opposing). Its the need to stand out in a crowd, the need to be different that drives the rebellious consumer and this creates new trends, new products and new markets. The end result – yet another mass product/service. As I continue to read on these issues, I get more and more convinced.
The more you rebel, the more you succeed – especially true in today’s environment. Marketers notice.
If you’ve thought about what I just said, you can now watch this musical on consumerism and see it in a completely different light.
Marketing Commentary by .
Aug 10
6
Marketing Needs To Stop Its BS and Wake Up
Social technologies have transformed the fundamental way in which organizations interact with their audiences. They have given employees a voice (whether companies like it or not!) and have become an organizations’ gateway into understanding culture[1].
Additionally, Social technologies have also empowered audiences, who today are highly knowledgeable, have a strong voice, and are impervious to traditional marketing B.S. Unfortunately most organizations and most marketers do not understand this phenomenon. The net result — they fail to make real connections with real people.
Take the traditional focus group for example. In it’s simplest form, a focus group is a research method that’s typically used to understand a consumer’s reaction to a product/service. Focus groups are essentially after-the-fact testing grounds. They don’t really provide market researchers with any real insight into the needs of consumers. What’s more, they give marketers the ability to get away with ridiculous ideas and concepts. Remember the Arnell Group’s Tropicana Packaging debacle? This design was put through extensive focus group testing. Here’s an explanation they offered in regards to the carton’s design:
Tell me that doesn’t sound ludicrous! Here’s a link to an article that explains the design of Pepsi’s new logo. I think some of this is so over the top that even a television show like “The Office” is put to shame! For my Canadian readers, I want to include the example of a recent Niagara Tourism ad campaign that took cheap shots at the city of Toronto and then invited Torontonians to come visit. Again, focus group tested and certified!
Real research is about immersing ourselves in our audiences’ culture. It’s about spending time with consumers and understanding their world. That’s where ethnography steps in. Ethnography is about understanding needs before they exist. Fundamentally, it’s a form of qualitative research where data is gathered by observing audiences in their natural surroundings and conducting intuitive in-dept interviews.
So why are most organizations not adapting quickly enough? Well, for one, it requires a massive shift in organizational culture. Responsibility also goes to educational institutions, especially business schools, who haven’t really evolved either. At the end of the day, audiences have moved on and their expectations have changed. The next five years will see drastic changes in the way organizations engage with their audiences. It’s not a choice anymore. These are the ‘cluetrain‘ years.
[1] “The body of ideas, emotions and activities that make up the life of the consumer” (quote fromChief Culture Officer).
Posted in Marketing Commentary by Ujwal Arkalgud. No Comments