Whilst tweaking copy for our Co-creation Rules Manifesto with James I found myself riffing on the Cluetrain notion that marketing should no longer be done to people… and combining it with our interest in social objects or ooze. I came up with this paragraph which in my vain way I quite liked.
Marketing 1.0 treats customers as objects of communication: marketing is done to them. In co-creation, everyone is a subject – an initiator of action, a creator – and your brand, and your promotions, are the objects everyone gets to play with.
Kind of puts brands in their place, I think.