Make Marketing History

The views of a marketing deviant.

Tuesday, May 06, 2008

Cheerfully Commercial?

Joe Public’s relationship with brands has also shifted: we love them, and we don’t much care that they are colonising our lives. Marketing gurus have a term for it. According to them, we are all “cheerfully commercial” now.

That's marketing gurus for you. Always ready with a buzzy phrase. But I'm not buying it.

The quote comes from an article about the alignment of bands and brands and it's ironically true that the No Logo generation are more amenable to the commercial world than suggested in Naomi Klein's diatribe.

But it's laughable to extrapolate from a relative lack of protest at various sponsorship deals to full-blown submission to any interruption. Getting away with it is very different from getting something done effectively.


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