Today I found a blog post that I liked very much http://brainsonfire.com/blog/the-next-level-is-a-step-down/ Since and already before I tried myself in marketing I was repelled by marketing textbooks and its slogans. I ever since had a rather split approach to classical marketing concepts and campaigns. Since we founded our small company to promote and establish biestmilch, I am again and again leaving the beaten tracks of marketing, sometimes successful and sometimes not.
Okay, but regardless I am a real fan of decentralised bottom-up marketing concepts. My experience tells me that only approaches of this kind have a chance to really initiate communication and move closer to the customer.
They mean definitely a lot more work to do, they are more risky and failures count more, and, they can be as frustrating as rewarding. But if one succeeds in kicking off the buzz, then a once theoretical concept may become a long-lived lively body within your market.
Thanks for the kind words.
I think we, as a culture, need to invent our own Inspired vocabulary for the new marketing. I’m with you on your comment about lame marketing books with bad mantras. It’s time to not take back marketing, but relinquish it to the people.
Thanks again and keep up the great work!