The Identiti Chronicles
The Evolution of Your Brand’s IdentityArchive for Reader's List
Book: RenGen (Rise of the Cultural Consumer)
In Patricia Martin’s book, rengen, the cultural consumer is defined as a thinking, expressive, and idealistic individual that istransforming and challenging current notions around consumer behavior. The importance of the cultural consumer concept is understanding how the collective identity of the consumer mindset has shifted. Patricia notes that it’s not whether marketers have failed to witness the shift; it is that they are ill equipped to capitalize on the rebirth. “In the RenGen, there is no safe passage for brands that are willing to insult the intelligence of consumer” – Patricia Martin
Marketing by Way of Momentum
The book, Momentum www.momentumbook.com , highlights an intriguing parallel between the world of technology companies and their relentless credo for innovation and what the remaining of set business categories should embrace but fail to understand. The subtitle, how companies become unstoppable market forces (see Google) typifies how that approach that “goods are never finished” fosters a corporate mantra of never getting complacent; never embellishing ones success; never discounting the next marketplace “disruptor”; and never making the assumption that consumer (or client) preferences ever exist outside a transient state. If businesses operated under that notion that constant innovation, the pursuit of new ideas was the only way to survive, perhaps the advertising industry wouldn’t find itself in the midst of an identity crisis.
