All marketers are liars
This week two new media properties I have been developing go to air.
The first is IN2IT, an infomerical along the lines of Family Health Diary and Eating Well, both concepts I developed for brandWorld - the company I co-founded in 1996 and sold in 2000. I continue to work with the company helping develop these innovative media solutions. It's not high art, but it is my art.
The second is TXT2TASTE, which I didn't conceive, but have been consulting with the agency, Publicis Mojo to help steer the project. I like the innovation of the Mojo idea. I'm looking forward to seeing how it plays to consumers - teaching them to behave in new ways.
I have also been working on some truly weird permutations of the infomercial concept - I'll share more with you later. But for now I'm just playing with some ideas that should be very different in this category. I'm beginning to wonder how many of the genre can run before consumers become immune or resistant.
Time will tell.
I'm reading Seth Godin's book (remember Permission marketing?) Free Prize Inside. It is thought provoking. I like his concept of EdgeCraft - taking ideas away from the boring centre. Not such an innovative thought, but he practices what he preaches by making something fairly mundane seem fresh. The first pressings of this book were despatched in Cereal Boxes.
But the one I'm really looking forward to is the provocatively titled All Marketers Are Liars. What I like is the subtitle: The Power of Telling Authentic Stories in a Low-trust world. Seems to gel with my own thinking. I am being struck by the synchronicity of some of the ideas I am stumbling across.