Capital C

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

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