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Merry go-around

Warning: The following blog entries come a young student grappling with understanding the marketing world. Aka, don’t expect a doctorate thesis on advertising and marketing…well not yet anyway.

Now that we have that out of the way, we can talk about what marketing initially is – very much about creating an image and lifestyle.

This struck me the most with the Dunhill promos from a few years back. The entire sample was about ‘broadening dimensions’. Nowhere did it every say come and purchase cigarettes which I found striking because it seems marketing has tried to stop being seen as marketing.

In a meeting on Tuesday, Kyle said that customers are feeling tired of seeing brands…um okay so the creative people have got to start coming up with concepts that appear as though they are being said by ‘word of mouth’, like for example these creative ideas are being whispered in your ear by your best friend. This is because if something is being said by your best friend it is going to seem much more personal and one is likely to not feel like they are being engulfed by a tsunami of marketing garb funded by a large multinational corporation.

This is where ikineo comes in, when I first sat down with Joshin and he tried to explain it, I did not really understand until now. Everyday I witness Barbs constantly telling Jack Daniel customers that they have won a T-shirt, I am a student aka-worshipper of all things free. So if I was to hear Barbs calling me then I would feel reassured that it’s all good and my investment in the brand is a good idea. It’s all about the human touch I guess in the face of rapidly changing technology.