Wednesday, July 18, 2007

The new mantra

One of the big shifts we've seen in the last few years in consumer attitude is the focus on reality. We saw it in advertising campaigns (VW Safe happens), in sucesses of movies like 'Sicko' and 'An Inconvenient Truth', Live Earth. We see it in the low approval ratings for politicians, increasing demand for documentaries, distrust in corporations.

What does this mean for marketers? We have to get real. We can't serve up the same old messages of '205 horsepower', 'Whiter than any white you've ever seen', 'Natural Food' even though there's no category with this name. Spin is dead, super models pushing products don't work that well anymore and exploitative messages should be thrown in the trash immediately.

The message is not king anymore. It's the message that starts a conversation. And that message has to be real to start a real conversation.

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