Make Marketing History

The views of a marketing deviant.

Wednesday, February 15, 2012

Marketing Metric Myopia.

The rise of Jeremy Lin continues unabated. Six games, six wins culminating last night in his scoring of the game-winning basket with 0.5 seconds left on the clock.

Ten days ago, he didn't have a contact and had spent two years struggling to find a team. Perhaps, that was because he graduated from Harvard rather than Kentucky, or perhaps it was because he is Asian-American.

As he became an international celebrity, the story was framed as an example of the triumph of perseverance, but it's really a story of managerial myopia. He didn't fit the normal profile, so he didn't get the role.

What is worse, in the age of Moneyball, he didn't get the role even though the metrics had been positively analysed over eighteen months ago.

Knowing your market is crucial, but you need to back up those instincts with a respect for and full understanding of the numbers. If you don't, you lay yourself open to running with the crowd and acting on conventional wisdom.

Monday, February 13, 2012

The Marketing Wisdom Of Yayoi Kusama.

Amongst the weird and wonderful installations at the Yayoi Kusama retrospective at Tate Modern, I noticed the following marketing snippets from a letter she wrote to a gallery owner and one from a press-release.

I believe we should furnish good planning and material to the no-good magazines to make them more interesting, rather than simply avoiding them because they are no good.

They have the handmade look that comes from expert craftsmanship.

Both date from 1968. Both apply today.