Marketing Newspeak- Pt. II

As promised, we present Pt. II of Marketing Newspeak- concepts that are currently rocking our world. See Pt. I here.

1. Black Triangles:Accomplishments that take a lot of effort to achieve, but yield little meat. However, they provide the breakthrough for future work to proceed- black triangles are a validation of one's framework and help shine light on the path to the eventual success.

2. Habitability:  The characteristic of source code that enables programmers coming to the code later in its life to understand its construction and intentions and to change it comfortably and confidently”. Applying this principle to brand-building will make it easier for consumers to put their souls into the brand identity.

3. Cyberbalkanization: The idea that the more time we spend online (and the richer our online interactions become), the pickier we become. Our tastes become more particular and our online social circles get more fragmented. Mass marketing becomes impotent.

 
4. Google Juice: "GoogleJuice is the ethereal substance which flows between web pages via their hyperlinks. It's used to describe one's (or company/product) connectedness and visibility on Google.

5. Homo Mimicus: "Many animals mimic each other's behaviour but we do it more often and with greater fidelity. Our compulsive copying encodes collective knowledge into our society, and it is really our society that possesses humanity's 'intelligence' " We should grasp this aspect of behavior when building communities.

-Jason Dojc & Hiten

Comments

[Warren]

I usually think of Google Juice as a sites ability to bring OTHER sites up in the rankings. i.e. By a great site linking to you they will be giving you some of their Google Juice. Additionally a company can use their own Google Juice from their main page to bring up other key pages (while not wasting it on lost pages).

[Hiten]

The juice is definitely malleable :)

[Roberrific]

Love the Black Triangle concept. I made one of those last year: http://dumpdiggers.com

[Hiten]

Thx Bro...

[Alexi]

Cyberbalkanization... sounds like we're being persuaded by a very large network of conflicting messages.

Now think of wikis. They are under a similar barrage of conflicting influences, but they have the advantage of being based on (mostly) objective reality. Marketing is anything but objective. So if our consumer decisions are becoming wiki'ized through pervasive social interaction, how do marketers moderate the outcome (similar to how the community moderates a contested page on wikipedia)?

The likely solution is by building fanatical brand loyalty. But once you have the loyal base, you need to keep feeding them. I think once consumers becomes loyal, they constantly seek out validation for their advocacy. This behavior, referred to as “inferred justification” means that consumers loyal to the brand are constantly asking themselves “what must be true about the brand for this belief to hold?”. So even after you build the base, you need to continue to feed them their brand juice in order to keep them. And perhaps by keeping them juiced up, you can better influence consumer decisions.

[Hiten]

So true Alexi, brand evangelists are junkies in a sense, their 'fix' is constant reinforcement from the brand through innovation, utility and transparency.