Chapter 13
Cutting through the marketing
People in marketing often talk about the “personality” of a given product. A biscuit might be “reassuring and sensual”; a brand of shoe may exhibit “anarchic yet inquisitive” tendencies. Marketers have built their world view on such thinking, despite it being precisely the sort of babble a madman might come up with following years alone in an isolated cottage, during which time he falls in love with a fork and decides the light bulbs are conspiring against him.
Charlie Brooker, The Guardian
In this chapter we explore
- a possible shift from aspiration to an expectation culture
- leveraging your voice
- extremely simple database marketing.
Retailers, customers, horsecrap
We hate hipsters, don’t we? ...
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