I’ve always believed that the single easiest way to get your head round digital and more importantly the direction of communications and culture type stuff, is to simply look at the vocabulary being used by the people that do the doing, not the thinking. This post on Savage Minds highlights a potentially better way of looking at marketing by comparing the techy terms like platform to culture and application to subculture.
It makes sense when you think about. You don’t really manage a brand in neat little channels anymore. Like in John Grant’s book, The Brand Innovation Manifesto, brands are really defined by a bunch of complimentary associations and experiences. John calls these brand molecules, but it’s essentially the same. You should be creating a platform, with a series of applications that allow you to keep moving quickly and effectively. Much like Starbucks has done
Don’t get me wrong, we don’t need anymore marketing words, but we do need to use more helpful ones.
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