The Identiti Chronicles
The Evolution of Your Brand’s IdentityBook: 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
INTERACTivism – Defining the Culture of Customization
The societal shift is called “Prosumerism.” It is where the Consumer is the Producer, defining and producing the produce. Hence any new go-to-market approach must elicit the participation of the consumer. Think Geico, CurrentTV, or thetruth campaigns. The Prosumer movement is driven by early adopters. The key is to allow this prosumer to co-opt or co-author their brand experience. This is all fueled by the national trend of Mass Customization (or when consumers get to decide the exact specifications of their end product or service) for which the advancement of technology has largely been the culprit. What marketers collectively fail to see is that “customization” is how brands breakthrough the clutter. Now enter “INTERACTivision,” a term coined by a group called GTM out of Atlanta. INTERACTivision is marketing by which consumer empowerment (the impetus for prosumerism) and respect for the culture (that culture being co-creation) come first. It reflects an innate understanding for societal influences.
Tracking the Societal Shifts
Much talk has been given about following consumer sentiment as a means of being irreverant in the eye of the consumer. But why following something that’s in a constant state of flux. It’s the societal shifts that we as marketing mindsets must unearth as the key to refining business strategy. Hotels Magazine (based on JWT insight) recently wrote about how “Demography Is Dead” and that the shift will be towards behavioral attributes to reach markets; how cell phones, location-based technologies and sites such as Google are truly “Localizing” the world we live in; businesses need to “Rethink Instant Gratification” and how “Custom-made” and “one-of-a-kind” are rising above the mass-produced din of “now”; the rising power of women now means that “Queen Trumps Kings”; fractional ownership is moving beyond time shares but “Cooperative Consumption” personifies how people are sharing art, handbags, technology, pets, etc; and other shifts such Virtual Anthropology (think viewers of YouTube and Myspace postings) all tell a far more profound story of what’s to come.
It’s Social Currency that propels the brand…
It was once defined by a gentleman named Douglas Rushkoff as “telling a good joke.” The argue has always been it is style or is it substance that reigns supreme (or in the digital world – is it content that’s king). Really, it’s what creates that “conversation” about a brand. Everything maintains a social currency; it’s the standing of the product, service, good, brand, you name it (whether favorable, unfavorable, desirable, or undesirable) within the context of “conversation.”
It’s the social currency that pegs Google as an unstoppable market force, it’s the social currency that lends Target its French pronunciation Tar-jay, and it’s the social currency that sits at the epicenter of word of mouth.
Trends Redefining Marketing
iMedia released the article 5 trends to watch…or else! back in June…And yes it is a definite must read. The trends talk about societal changes which for any true strategist are far more telling signs than any new marketing phrasology. 1) It starts with the notion of Voyeurgasm (what trendwatch called Virtualanthropology) or our need to WATCH!…and to watch what reality versus studio produced. Think Rodney King, 9/11 plane crashes, YouTube, you get it. This will and is reshaping the entire face of media. 2) Second is the Digital Lifestyle. An average of 26 consumer electronics in every home, Myspace online population rivals Brazil (difference is 7MM), and broadband users spend half their free time online — you do the math. 3) This brings us to the most important of all…Time. If you think TIME is not the most scarce resource, better look at the trend behind the personal concierge (here’s one – bravura). Need more proof, sleeping pills scripts surged 60% in 7 years, a $7B energy drink marketplace, and so on. 4) The Unwired trend…meaning we’re going mobile or mo-byle as the Brits would say…1.15B mobile phones estimated to be sold in 2007 resulting in what iMedia calls an “instant-on” culture. 5) Number five is no secret…it’s the Excess we live in, yes our marketing messages, consumer good consumption, commuting hours, work hours…that’s why we running to Vegas to let it all hang out…Source – original article by Michael Tchong
Notable quote from Jonathan Mildenhall, Coca Cola
“We are not looking for an ad campaign. We are looking for a cultural platform around which everything we do on that brand can live,” states the VP of Global Creative and Communications.
so, what is your agency offering…
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.
The Digital Disruption
Much has been debated about the state of advertising…and it’s current upheaval. It’s the natural evolution of disruption that has sent the industry into a “tizzy,” and we’ve only witnessed the tip of the iceberg. What disruption teaches us is that adaptability, flexibility (yes that includes the money flow too), and strategic foresight will be the cornerstones that allow businesses (think Google) to sustain momentum during a sea of change. More to come as this is the first installment…
Welcome to The Identity Chronicles
It’s simple, the purpose is to itemize a list of installments (or industry perspective and insight) into the world of brand identity. I hope you enjoy.
Status Spheres: The Spheres of Influence
March 7, 2008 at 2:45 pm · Filed under CMO commentary, Trends and tagged: spheres of influence, Trends
STATUS SPHERES can be loosely defined as those variety of lifestyles, activities, and persuasions that shape the outward “identity” of todays consumer. 1. Traditional Sphere is about buying more and/or better stuff than fellow consumers (consumers who do want to consume more, who do covet all things bling, who do crave in-your-face brands). 2. Transient Sphere is driven by entertainment, by discovery, by fighting boredom, living a transient lifestyle, freeing oneselves from the hassles of permanent ownership and possessions. 3. Online Sphere is all about social status 2.0 (who you connect to and who wants to connect to you, tribal-style). 4. In the Giving Sphere, giving is the new taking. 5. For the Participation Sphere, participation is the new consumption. For these creative beings, status comes from finding an appreciative audience.
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