Make Marketing History

The views of a marketing deviant.

Wednesday, May 09, 2012

Unintended Consequences Make Better Marketing.

A number of desks will soon feature marketing pitches based on the concept of the "reluctantly wealthy".  I know this because the phrase appeared in the comments in Rob's blog the other day and  caused quite a stir.

The idea stemmed from the realisation that the wealth of a successful individual is sometimes only a by-product of some other attribute, be that industriousness, creativity or a passionate belief. People see the wealth, but miss what lies deeper.

If you can recognise the unintended consequences in relation to the situation you're marketing, you're  likely to appeal to a much more resonant motivation that lies beneath rather than repeat the superficial notion that inhabits your competitors' lowest common denominator efforts.

2 Comments:

Anonymous northern said...

Already proposed to First Direct and Oxfam.
I win

1:38 AM, May 11, 2012  
Blogger john dodds said...

Of course you do.

3:36 PM, May 11, 2012  

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