The new marketing agenda.
Steampunk laptop via Gizmodo
There’s a well-known observation that the true form of a decade doesn’t really take shape clearly until the latter part of the decade. The threads that emerge at the start of the decade begin to form into recognizable pieces of fabric from the 6s onwards.
This is true in our decade. What began as a seemingly chaotic, fragmentation of styles, forms, genres and tastes across all areas of life and society are starting to resolve into new understandable patterns. We understand that simply because people reject singular visions, music, clothing, foods, friends, social groups etc. does not mean that they are aimlessly adopting anything that comes along. Instead we are now able to understand that what defines people (and brands) is increasingly what’s inside, what they believe, not what they wear, listen to or who they associate with.
The same thing is happening in marketing. Having seen fantastic presentations over the last few days from Mark, Gareth and Mark, and Ed and Aki, it’s clear that the same clarity of vision is emerging out of the seeming chaos of the marketing landscape at the start of this century. A brand new marketing agenda is emerging that bears little resemblance to the one that went before. It’s all very exciting because I feel that I am witnessing a revolution of sorts. Based on the thinking and writing of the people above along with others, new principles are forming that can finally put the tired old principles to bed for good.
What began as individuals questioning the status quo has now turned into learning that overturns it in many respects. Thank goodness for thinkers like these. I feel like I’m watching the new marketing “classics” being written.