Johnnie Moore


Johnnie Moore

Johnnie Moore

I’m Johnnie Moore, and I help people work better together

Renee Hopkins Callahan has a nice editorial post at Corante pulling together some ideas kicked off by Elizabeth Albrecht who suggested that marketers could place less emphasis on flawless promo materials:

Now with the advent of cheaper and more accessible production methods maybe, therefore, our collateral doesn’t have to be perfect any more. Maybe we can take more risks. Maybe throw out more ideas, enable others to comment and contribute.

Mary Schmidt comments

In talking about our strategies, joint marketing, targets, etc. we came to the realization that one of our biggest issues is ahem our own perfectionism….Yet, in today’s Web 2.0 world it’s okay (even cool) to throw things out to the market that are a little rough around the edges. One of the terrific benefits of doing business on the Web is the interaction and community.

I’ll say a big Yes to that.

In fact, perfectionism could be seen as killing engagement, attempting to deny the reader the opportunity to share in the meaning-making. Perhaps it goes with an Intelligent Design model of how the world works: the genius creator is totally responsible for the result, instead of seeing (the Evolutionist viewpoint) that all progress is the result of mutations, the hit and miss of trying stuff out and sometimes making mistakes.

UPDATE: Antony Mayfield uses a nice analogy in his riff on this post, as well as the appealing title of unpasteurised marketing.

Dealing, then, with a greater volume of communications content, produced more quickly than it has been before, with necessarily “rougher edges” will have the added benefit being less pasteurised. To get a bit geeky for a moment, it means that marketing content will need to be in a perpetual beta mode.

Share Post

More Posts

Waterfalls and chaos

I linked to this paper on wicked problems the other day and Chris Corrigan commented “there’s a lot in that paper eh?”. Which is true.

Passion branding

Passion brands bring people together based on common interests and excitements. I’m particularly interested in ones created from the bottom up, as opposed to driven by producers concerned mainly with profit.

Medinge Moments

Just back from another extraordinary gathering at Medinge where the community that has produced Beyond Branding meets each summer. I was planning to keep this

The volatile chemistry of trust

Interesting research from Stanford suggests that exciting brands get more trusted after making mistakes and putting them right whilst more “sincere” brands start with more trust but lose it more easily. Perhaps the sensible interpretation is that second-guessing customers can be a waste of time!

What brand are you?

Thanks to Matt Tucker at Smith Associates for telling me about What Brand Are You. It strikes me that lots of companies waste money on

Just Undo It?

The AntiBrand: blackSpot sneakers, a project by Adbusters attacks Nike directly. In doing so they take on what has become one of the great icons

Putting humanity into branding

We live in a world of too much marketing and too much branding. People’s faith in advertising has fallen to new lows as we simply

New Abbey

So the Abbey National is rebranding itself this morning. As I write this entry, they are revealing their new look, their shortened name (just “Abbey”)

More Updates

Emotional debt

Releasing the hidden costs of pent up frustrations


Finding the aliveness below the surface of stuck

Johnnie Moore

MRS conference

James and I put in an appearance at the Market Research Society Conference in London yesterday. We gave a short talk about Blogging and listened in on an earlier session

Johnnie Moore


Chris Corrigan has this great observation about waiting. The second kind of waiting is the one that really fascinates me. This is waiting when we are fully engaged in the

Johnnie Moore

Innovation or just narcissism?

Thomas Frank bemoans the lack of creativity among gurus of… creativity: we’re talking about the literature of creativity  for Pete’s sake. If there is a non-fiction genre from which you have

Johnnie Moore

Rough cuts

Rob Paterson reports on NPR’s approach to developing a new morning show for a younger audience. The traditional stance would be to do their best to design in house the