WE plc

So what exactly is the future for marketing then? As human beings transform into ME plcs, and companies increasing beco...

December 7, 2004

So what exactly is the future for marketing then?

As human beings transform into ME plcs, and companies increasing become seen as THEY, two alternative divergent futures present themselves.

Option 1. A endless series of rapid, empty transactions. You pretend to serve me; I’ll pretend to be satisfied. I consign myselves to an inevitable, but painless, shrink-wrapped death in a psychedelic colour of my choice.

But what of marketing?

In option 1, Marketing is automaticaly prescribed as a universal panacea. It’s Seroxat – an exhilarating upper…which works very effectively, by screwing with your mind. “But I truly LOVE my dishwasher.” you think, until reality finally hits.

Option 2 is a gradual rediscovery of our inner humanity. A slow stuttering path towards mutually satisfying relationships. You try to help me. I’ll try to help you. We’ll see how things pan out.

In option 2, marketing develops as a slow dance – therapy, beset by setbacks and small advances. It seeks to confronts, and reconfronts the underlying reality…Moves slowly forward into a functional relationship of equals…Abandons its ‘parent-child’ and ‘blame culture’ assumptions… Comes to terms with the silly marketing games that people play. and accets them for what they are. Just games.

This approach is reality-driven, but not reality-obsessed.

It tries to make sense of it all, but still fids time to laugh. Putting advertising in its proper place.

“I’m OK; You’re OK, you useless, patronising son of a bitch… ”

In the almost words of Michael Winner:

“Calm down dear; It’s just a commercial.”

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