Posts Tagged ‘padding-left’

    Airbrushing

    When they began airbrushing the models in fashion magazines fifty years ago, no one complained much. Everyone knew, we thought, that it was some sort of make believe. But then they started airbrushing our food. And then vacations. And family photos.

    Everybody is a marketer

    But most of us don’t like to admit it. That’s because selfish marketers are pretty scummy. They steal our attention, they lie to us, they use shame and guilt and the short-term zinger to get us to buy something we don’t want and don’t need. That’s not you, of course.

    Compulsory Education is an oxymoron (back-to-school rant)

    Effective education is rarely done TO people. It’s done with them. I had my first professional teaching gig forty years ago this summer. Since then, I’ve taught at institutions like NYU and Tufts, at community colleges, from the stage, one on one and most of all, on the vanguard of digital media. As our hemisphere goes back to school this week, I hope you’ll spend a few minutes thinking about who school is for, what it’s for, how it works and how it doesn’t

    Irresistible is rarely easy or rational

    There’s often a line out the door. It’s not surprising. The ice cream is really good, the portions are enormous, and a waffle cone costs less than three Canadian dollars. And it’s served with a smile, almost a grin.

    Resilience and the high end

    The high end is brittle, unstable and thus, expensive. The car that wins a race, the wine that costs $300, the stereo that sounds like the real thing… The restaurant that serves perfect fruit, the artisan who uses rare tools and years of training..

    Marketing about power and with power

    Often overlooked is the decision every marketer makes about how they will treat the issue of power (asymmetrical or not) in their marketing. Consider insurance. Companies like Allstate don’t market themselves as the dominant force in the relationship. They don’t say, “you give us money every month for a very long time, and one day, if we think it’s a good idea, we’ll give you some money back.” Instead, they say, “you’re in good hands.” Insurance is here to take care of you. That’s pretty different from the power dynamic we see implicit in the marketing of Harley Davidson motorcycles.

    What you know vs. what you do

    In 1995, my book packaging company published one of its last titles, an anachronism called, Presenting Digital Cash . It was the first book on digital cash ever aimed at a mass audience. And it was ahead of its time, selling (fortunately) very few copies. The examples in the book were current, but it was soon outdated. (The foreword was written by Neal Stephenson—someone who is ahead of his time for a living)

    Did you publish?

    They (whoever ‘they’ is) made it easy for you to raise your hand. They made it easy for you to put your words online, your song in the cloud, your building designs, business plans and videos out in the world.

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