Brand marketing has built many successful businesses and good or bad, has gradually saturated society. Even job-seekers are being encouraged to market themselves as a brand. Over time consumers are growing weary of the information barrage.
When your television screams at you during commercial segments, that are starting to overtake entertainment programming in length, you know Phil and Jill Public are starting to tune out in droves. Even pumping gas has become an annoyance. Now marketers have decided social media can be used to market to people trying to interact with friends, at the risk of making the very people they are trying to sell to, deaf to their message!
The challenge is that unless someone is looking for your specific brand – your presence could be near invisible on Facebook, You Tube and other social networking sites.
So, to take full advantage of social media, rather than presume it will bend to your marketing framework, conforming to social networking maybe a friendlier, far more effective way to market your product/service, taking full advantage of its ability to spread your word virally.
Some of the most enjoyable buying experiences relate to "finding" a unique product/service and passing on your "discovery" by word of mouth or virally over web-based social networks at a rate that simply was not possible several years ago. I believe the viral capability is that much more enhanced if the product/service isn't seen as an effort by big brother to shove it down our throats. By de-structuring traditional marketing elements, reducing or hiding your logo altogether, downplaying advertising and experiental marketing and focusing marketing efforts instead on the new, more subtle task of enhancing a "discovery" process, certain brands may better conform to, and find acceptance in, a jaded consumer market.
An ever increasing percentage of consumers understand full well that without the brand, many products in the marketplace could not stand on their own and would blend with their competition. Enshrining a product rather than the brand may be the clever choice in many instances, as the buying public grow smarter, especially should there be a backlash to the recent trend to supersize logos on products, notably clothing.
destructuro.us works at an intuitive, creative enhancement of visual/feel/sound of the product line/service itself – or "flavor", not a brand centric "experience" and the leftbrain alphabet-based marketing structures associated with that. Leonard Shlain's book "The Alphabet versus the Goddess" emphasizes the importance of a move from the linear leftbrain approach to a more intuitive "MTV" right brain approach, contributing to better communication and a more harmonious existence/participation in society.
Some years ago near my home town, a clothing shop focused on their home-made product line, where brand labels were sewn into the inside of clothing, set up on the wrong side of the track. The demographic they catered to were simply not to be found in the neighborhood. The style and strength of their internationally flavored product was so unique, it was passed on by word of mouth by trendies regarding this as their little secret. It became a runaway success! Subtle but simple marketing ploys were used, like a trail of clothing labels scattered on the footpath to the main street on weekends, recordings from foreign radio stations complete with commercials were played instore, etc. No attempt was made to dress up the store, or brand in earnest. The product spoke for itself. Billboards, leaflets and advertising were simply not in play.
Had internet-based social networking been around in the day, the "boutique" (for want of a better word) would have benefited greatly and probably had the opportunity to go national in a very short period of time.
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