The core of Wipperfürth's idea about the "new" marketing is that consumers are increasingly sophisticated. I remember reading recently how a film industry insider criticized what he perceived to be the commentary of casual fans, as if only those "in the know" could comprehend or coherently offer criticism of a film's quality. The reality is that in our increasingly media-saturated society, an increasing number of consumers are media-savvy; they know and understand the techniques and tricks just as well as those on the "inside." Anymore, lots of students study film in college and consume them in ever-increasing quantities; likewise, consumers are becoming ever more aware of the manipulation of advertisers - and thus more sensitive to it. Sorry, Pepsi, but once fans know that Jeff Gordon's contract requires him to grab a Pepsi after a victory and carefully turn the bottle so that the Pepsi logo is clearly visible to the cameras before he takes a swig, the importance of that advertising link is decreased. More, fans often end up laughing, rather than embracing the product - one of those "oh look, he really is doing what that article said he had to do" type of moments.
Indeed, the author of Brand Hijack puts it like this: "How do you market to an audience that rejects marketing?" And he says that as "schizophrenic" as this question might sound (albeit perhaps only to its audience of staid marketing types), it's time to ask it because American consumers are increasingly ignoring corporate America's overt advances.
Take Signe Nordli, the cover girl for Playboy's "Women of Starbucks" issue: She may drink her daily double, non-fat, venti almond latte, but she'll buy whichever laundry detergent happens to be cheapest at the supermarket. Or Marc Anthony: An admitted Prada addict and style maven who has been known to match the color of his sunglasses with his girlfriend's shirt, he wears an inexpensive Kiehl's aftershave instead of designer cologne. Or Ellen Feiss: the apparently stoned teenager from Apple's infamous "Switch" ads looks as if she buys her clothes at the thrift store.
That baked teenager scares the hell out of us marketing professionals. How will anyone be able to convince her to shed her second-hand jeans for Seven for All Mankind low-riders? Why is Apple the brand she deems worthy?
Article comments
1 - Kevin Holtsberry
Good review. There is a missing close to a hyperlink, however, that is messing up the formating.
2 - Bill Wallo
Thanks, fixed it. :)
3 - Michael
This new pattern occurs because buyers are more sophisticated, so they're buying more PBR? Um.
4 - Bill Wallo
The fact that consumers are more resistant to marketing or more savvy about blatant efforts to get into their pocket doesn't prevent them from chasing "hip" or occasionally lacking taste buds. :)
5 - Eric Berlin
I always get sucked right into your reviews, Bill. This one especially interests me as I'm just finishing up William Gibson's Pattern Recognition and its heroine "cool hunter." Great stuff.
This book review has been selected for Advance.net. You�ll be able to find this and other Blog Critics reviews at such places at Cleveland.com�s Book Reviews column.
6 - Bill Wallo
Eric -
Thanks for the kind words. I take it you enjoyed Pattern Recognition? I haven't read it yet, although I've picked it up more than a few times.
7 - Eric Berlin
It's actually the first Gibson novel I've read, surprisingly enough. It starts off slightly slow but picks up speed throughout. All in all it's great fiction -- fast-paced and taut and interesting.
8 - marie
I disagree with the comment about people buying pepsi, because, it is in Jeff Gordon's contract. Nascar fans are very loyal to their drivers and my family will buy merchandise supporting our drivers over anything else.
9 - GOMEZ
Ok, the products quality is key... he dosent say that`s not true, if you re-read the book you will find out that he explians that consumers, besides, knowing about marketing strategy they understand that the quality in some products is not far from each other. (coke and pepsi, etc)
you cant use this kind of marketing in every product or service, you have to create a new strategy for every one, that includes all the instruments you can, to get where you want.