Posted on 24. Feb, 2010 by The Relationship Era.
If you’re unfamiliar with Nationwide Insurance’s “World’s Greatest Spokesperson in the World” campaign, you’re probably also unaware that it’s the year 2010 and that the Winter Olympics are currently taking place in and around Vancouver, B.C. Described by a company press release as “in heavy rotation,” the television commercial is as much a broadcast symbol [...]
Posted on 18. Feb, 2010 by Doug Levy.
In Part 1 of this post, I assert that marketing’s promise over the last 50 years—basically, buy it and be happy—is hogwash. The premise that “buying something = happiness” is flawed. It accords the brand more power than it has and ignores the human desire for connection to something meaningful; research shows that connection not [...]
Posted on 10. Feb, 2010 by The Relationship Era.
We’ve been thinking about some different approaches to objectively identify brands that are embracing Relationship Era marketing. If you’re familiar with our position on the future of marketing, you probably know that we can’t make the determination of who’s doing it right solely at the campaign- or tactics-level (see Ian Wolfman’s post Rise of the [...]
Posted on 08. Feb, 2010 by Doug Levy.
Is there a connection between marketing and happiness? In the Consumer Era, the act of buying some (and preferably more) was often portrayed as a transaction that secured not only a product or service, but happiness itself. It was a message that worked really well for a long time —it’s hard to resist the idea [...]