Gil Scott Heron is considered the godfather of rap. His lyrics were vocalized somewhere between jazz and poetry slam, more spoken than sung. It’s the voice of Gil Scott Heron when you hear the words “The Revolution won’t be televised”, the obligatory backbeat behind the Showtime series “Homeland”, TV spots and other streams. When Heron
Products and services are clearly linked to our feelings and behaviors. But how close are these connections and how important are they to marketers? Surprisingly, much of marketing theory and practice does not fully recognize these connections. Sure, modern advertising tactics routinely paint a worthwhile picture of what you might look like if you had
In Phil Knight’s book “Shoe Dog”, Nike founder focuses on the deals. Factory deal, sponsorship deal, celebrity deal. It’s about connecting superstars with super chic. He never talks about the cultural relevance of Nike ads or the “just do it” line taken from a Clint Eastwood movie. What Knight doesn’t seem to understand (or brilliantly
In 1966, a year before the summer of love and two years before the original Woodstock, two macrobiotic lifestyle gurus, followers of the great George Ohsawa, opened a health food store called Erewhon. With Erewhon the title is to be understood as the word “nowhere” backwards, although the letters “h” and “w” are transposed. It
The mantra for brands is “Be experienced”. Brands focus on creating a rich, engaging, immersive, and immersive brand experience for customers. In 2017, Starbuck founder and chairman Howard Schultz said the way forward is to make your brand space an “experience destination.” Starbucks CEO Kevin Johnson said, “To survive, retailers must create unique and immersive
Luxury marketing is mostly about exclusivity. If everyone has it, it’s not a luxury. The popular bumper sticker slogan “Whoever dies with the most toys wins” sums up the desire to collect these badges of achievement. Many marketers try to target wealthy, upscale buyers. This makes sense because these consumers obviously have the resources to
In addition to visual and acoustic brand strategies, Mastercard has also embarked on a journey to develop the sense of taste. The taste is very closely related to the original brain. It affects consumers quickly. For the most part, people tend to like or dislike a taste right away. And if they don’t like something
It has become popular to talk about brand in relation to a story. Let’s be as clear as possible, a brand is not a story. If so, it will be created using William Burroughs’ Cut Up Method. What do I have against stories? Nothing, it’s just that they don’t fit how we need to look
