This isn’t the 1960’s. There is no jingle to accompany your Campbell’s commercial while you are watching the sunday night entertainment show in your living room along with your family and your table dinners. You won’t dream about the jingle and crave that Campbell’s soup for the time to come. In fact, you find commercials just plain annoying! This isn’t the offer me era! This is the I want era! 🙂 Oh but don’t look so surprised, after all, you personalize everything around you, and you know what? That’s perfect! That’s your identity! That’s you!
So what is a marketer, a BUSINESS to do? Hear you out! What do you want? How, when, with whom do you want it? It’s not enough to have the same red car everyone wants, it has to have something about you, it needs to function for you 🙂 PERSONALIZATION 🙂 Eric Von Hippel’s “Democratizing Innovation” tell us that exactly, but not because we live in a capricious society, but because we are individuals being part of a society, and as such, we have an identity, certain tastes, needs, aspirations no one else has.
Innovate, don’t produce in series, be UNIQUE 🙂