“But by vastly boosting the amount of content online (like this blog for instance), the Internet radically boosts demand for associated context and subtext. When texts become cheap, context and subtext become relatively more valuable.”
Sarah Carter in Admap:
There’s nothing wrong with ‘generic’
And there’s nothing wrong with not saying anything ‘distinctive’ either. Here’s another happy discovery from the need to come up with ideas for beers (Hofmeister, Courage, John Smith’s), or milk (Unigate), or dried potato (Cadbury’s Smash was no different from all the other dried potato brands).
Usually Webster had nothing distinctive to say about his products. So he didn’t bother.
Instead of dancing on strategic pinheads, trying to find some minor product point of difference, Webster took a simple truth – (Sugar Puffs are made of honey) or a generic thought (Walkers crisps are irresistible) or focused on a truth about a user (Yorkshiremen know a good pint) – and he wrote his ads round that. Note to us planners: be interesting and memorable in how you say something. But don’t worry too much if ‘anyone could say that’. Say it differently but don’t worry about saying something different.
“Majorities of consumers in 16 of the 17 countries surveyed indicate that they prefer to repair something when it is broken rather than to replace it.”
Part of Olympus’ anti-phone photography campaign.
I don’t think that’s going to work…
Somehow I missed this:
“Just how much can activity on Facebook influence the real world? About 340,000 extra people turned out to vote in the 2010 US congressional elections because of a single election-day Facebook message, estimate researchers who ran an experiment involving 61 million users of the social network.”
Clay Shirky, the cybertheorist author of 2008’s Here Comes Everybody – a crowd-sourcing manifesto that now reads as a forlorn exercise in boosterism of once-hot internet services such as Flickr – notoriously wrote that same year: “No one reads War and Peace. It’s too long, and not so interesting.
“The New York Times now has nearly 600,000 digital subscribers, driving recent rises in circulation, even though cyberdogmatists long swore that an internet pay wall could never work.” - Steven Poole
..the traditional television doesn’t know whether there’s a baby at home, whether you need diapers or not, so why does it show diapers ads? It doesn’t make any sense, the television should know. And in fact, the next generations of televisions, including Google TV, have the ability to say something about the information and so forth that people really want to consume.