Say It Ain't So.

Manuel Castells bored me rigid tonight while discussing his new book about power relations and networked societies, but he did suggest that a nugget of information is five times more likely to register in one's brain if it conforms to one's existing beliefs.

He suggested that this was why liberals listened to NPR and Republicans watched Fox News and that the media didn't actually lead opinions. I saw it as powerful confirmation of the idea that communications can only bolster what people already believe about specific products and services. If your product/service isn't credible, you can't convince people otherwise.

Let's Get Physical?

Projects that translate digital content into something physical (combining the ease of the former with the tangibility of the latter) are all the rage in the marketing world. They speak to some basic human needs for tactility and possession and are a reaction to the increasing virtuality of many people's lives.

While I love the whole idea of this Nike project and its modernisation of the age-old tradition of chalking messages on the Tour de France road, I'm not sure it is physical enough. If yours is one of the 100,000 messages, what is the likelihood of your seeing it? The race is, after all, nearly 2000 miles and three weeks long.

Obviously, a lot of these issues will have been addressed but, in the context of such a huge "tarmac "billboard", is it personal enough? Or is it simply physical?

The Congestion Of The Crowd.

Listening to Chris Anderson discuss his new book Free last week was an uneasy experience for me. Not because of my feelings about the limits of his argument, but because I realised I knew about ten to fifteen percent of the audience. While it was great to catch up with many of them afterwards, I was struck that my learning would be more differentiated and therefore valuable if I were in an audience of strangers.

This was confirmed a few evenings later, when I sat in an audience of strangers at a design seminar where various designers spoke of their influences and inspirations pecha-kucha style. Admittedly, I was there because I knew three of the nine people on stage, but that was pretty much all I knew. No prizes for guessing which experience was the more inspirational, informative and intoxicating.

Since you want to make your product/service stand out from the crowd, it really helps if you occassionally do so too. Looking at the world through different eyes is a great way to start.

I Am Not A Number.

Two recent snippets of information that came my way.

Channel 4 Television commissioned some research into teenagers so as to better tailor its education programming. Urban Tribes revealed that 50% of them consider themselves to be "alternative" while only 25% admitted to being "mainstream".

Jonathan Ive, Apple's creative director, reminded his audience this week that "we don't do focus groups".

Knowing best is all about really knowing and not just receiving answers and assuming they represent knowledge.

Make Marketing Interesting.

The resurgence of sales that follows an artist's death is just one example of the social aspect of consumption. Output that has been ignored in recent years suddenly become hugely popular and Amazon sales rise 700-fold.

It's all a timely confirmation of a recent New Scientist article that discusses the longevity of performers' careers extending beyond their peak. The reason? People are social animals who like/need to share common ground.

The human desire to find common ground in conversation pushes us to discuss already popular people.

The long tail of marketing is not one of low sales across a wide range of products, it's a long tail of continued sales across a wide range of time. Making your marketing interesting now will ensure that it remains interesting long into the future.

The Feel Of A Name

A woman was explaining to me tonight how the url of her new venture was pleasing to type in the sense of the relative movements of either hand.

This had occurred by luck rather than design, but it makes one think. I'm personally a little sceptical about the positive impact of a product or service name - unless it is a spectacularly good one. But making it easy/fun to type might be a clever reinforcer and a way to utilise the impact of the sense of touch in a previously unconsidered way.

Holding Out For A Hero's Story.

Intel's latest campaign takes the idea of creating a story to heart by looking at the concept of hero/rock-star in a different way and thereby differentiating their tone of voice.