Marketing: Sustainable Conversations

Oh the exciting world of marketing! I recently came across an interesting article in the blog, "Take Me To Your Leader." In his article entitled, Creating Sustainable Conversations Will Define Success in Future, Freddie Laker writes:

"The key to creating long term sustainable conversations is picking a campaign position or theme that encourages multiple points of view that are equally viable. Just think about it. If no one can ever be "right," the conversation cannot end and in turn will evolve into an endless debate with the brand positioned directly in the middle. Great campaigns that embody this ongoing discussion include Dove's "Campaign for Real Beauty." This campaign is centered on widening the definition and discussion of beauty. It's a topic that literally has no definitive answer as it represents many things to many people. Subsequently the conversations around this topic are endless, as is its connection to the brand. "

A connection to the conversation/idea/theme of a campaign will bind consumers to a brand. I think about this tendency in my own life, with my attraction to certain products. This idea also occurs in music. We can often relate to song lyrics, identifying with the situations and experiences sung by the artist. If the song really resonates, it becomes a "favorite" and is played repeatedly for times to come. The song will also represent many things to many people. One might also share the song with others, discussing the lyrics and quality of the music.

One day I hope to lend my creativity in creating endless, sustainable conversations for a brand, product or service.

The Little Things

The "little things" in our lives are often unnoticed and unappreciated. While watching the 2006 film Stranger Than Fiction, I couldn't help but be moved by the closing quote. The film is about Harold Crick (Will Ferrell), an IRS auditor who finds himself the subject of author Kay Eiffel's (Emma Thomas) novel by hearing her impeccably accurate narration inside his head.

"Sometimes, when we lose ourselves in fear and despair, in routine and constancy, in hopelessness and tragedy, we can thank God for Bavarian sugar cookies. And, fortunately, when there aren't any cookies, we can still find reassurance in a familiar hand on our skin, or a kind and loving gesture, or subtle encouragement, or a loving embrace, or an offer of comfort, not to mention hospital gurneys and nose plugs, an uneaten Danish, soft-spoken secrets, and Fender Stratocasters, and maybe the occasional piece of fiction. And we must remember that all these things, the nuances, the anomalies, the subtleties, which we assume only accessorize our days, are effective for a much larger and nobler cause. They are here to save our lives."

While I cannot relate to hospital gurneys, nose plugs, or Fender Stratocasters, I have come to be conscious of and relish these small yet significant events. Especially at such an uncertain and humble point in my life!