Marketing Newspeak- Pt. I

A few of the concepts running through our heads, informing and challenging us. More to come.

1. Combinatorial explosion:
If problem solving is a search through an abstract state, then there are numerous operators that can be performed to transform your initial state into a goal state. But due to the vast search space for most real-world problems, the possible number of operators approaches infinity, and an algorithmic approach to problem-solving would lead to combinatorial explosion.
We need to develop heuristics that ‘bound’ our rationality by addressing issues of relevance and resource management. In an age of increasing complexity, refining process will pay off lavishly.

2. Contextual interruption: In your search for something specific, you might stumble upon something else that’s related in the ‘appropriate context’. So although you fancy a Caribbean retreat, when you visit your favourite travel site you might end up booking a Mediterranean vacation, as it satisfies your main criteria of sun, surf and visual treats. 

3. Synthetic Authenticity
The ‘virtualization’ of life has led to a deep concern for the ‘authentic’."What [consumers] buy must reflect who they are and who they aspire to be in relation to how they perceive the world—with lightning-quick judgments of 'real' or 'fake' hanging in the balance.

4. Recombinant Branding
People are heavily primed to pass on their own ideas, and hence giving them ownership of brand ideas makes them more likely to spread. This is more than asking for consumer input through every stage of design; we need to give them permission to distort, remix and re-conceptualize our ideas. Our job is to create a playground for the consumer/producer, and trust them to weave richer context and meaning into our brand.

5. Urban Dance
The ‘urban trance’ is a self-protection mechanism that has evolved out of continual information bombardment. Consumers are conditioned to ignore traditional marketing messages- they simply ‘zone out’. The solution to the urban trance is the urban dance, something that involves the consumer, shares a moment with them, synchronizes with their day and gives them joy.

-Jason Dojc & Hiten

Comments

[Nikita]

Urban Dance, I like that...makes complete sense. Message encounters that give you those little moments of joy, and messages that actually stick & spark with a consumer is what makes marketing so stimulating and inspiring.

[Hiten]

Stick & Spark= stimulation...Love it

[drupal web developer]

Wow.Its great informative blog which helps to explore various message counters that actually given to spark consumers on marketing.It increases the complexity, refining process rapidly.Thanks for sharing your information.