October 18, 2005

Open Source Marketing

Johnnie Moore

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

James Cherkoff points to an interesting article by Bob Garfield in Ad Age (registration required): Inside the New World of Listenomics. It’s about how marketing is going Open Source. My favourite bit is this paragraph about George Masters who spent 5 months making a homemade ad about the iPod.

So why would a 37-year-old man invest a half year of free time to advertise somebody elses business? Masters answers the question with a question: Why does anyone devote time to the things he is passionate about?

I also like JD Lasica’s observation

“We’re tired of the 20th-century model of being passive consumers of mass content,” says J.D. Lasica, author of Darknet: Hollywood’s War Against the Digital Generation. “We’re transitioning to a new kind of culture. More participatory, more open, more interactive where the locus of control passes.”

James also pointed me to this piece in Fast Company about how Naked are shaking up conventional ad agencies – part at least of what will be needed to survive in an Open Source world.

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.

Unhurried marketing

I’m experimenting with marketing less and listening more

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!

Customer-centricity: is it the answer?

Michael Hammer’s new book, The Agenda, is about the rise of customer power. But is customer-centricity really such a good model for business and society?

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

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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”)

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Open Source Marketing

Johnnie Moore

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