Newminimalists focus on needs not wants.
Marketing is about ideas that have utility in the marketplace. The great marketing campaigns over the past 50 years have been disruptive because they introduced ideas that promote discontinuity. Seth Godin sold a book with a purple cow on the cover. The idea of the book was that a purple cow is marketable because it is unique. Steve Jobs drove the "think different" campaign when he returned to Apple Inc. The idea of the campaign was that people who "think different" end up changing the world. Benetton wanted to promote the idea of a company that cared about people and cultures all across the world. They marketed that idea through an amazing set of photos that visually confronted the major issues of the time around the world. This campaign was labelled "colours of Benetton".
Marketing is a complex process because it is fundamentally about imprinting an idea, as an image, in the mind of an individual. And the trick to mastering this art of marketing [in our times] is to have a mechanism that transfers the core idea from mind to mind. In the past we saw banners draped over buildings, or on roadside billboards, or on a printed page in the media, or on TV. Today we have Google and iPhones so the image that inculcates the idea into individual minds can be found by one person to share with another. The message here is that great marketing campaigns rest on one key image [see the yellow rose on an old piano in the photo].
One key idea that can be embedded into an image which individuals who see it want to share with others produces magical marketing in our times.
Richard.
Newminimalism promotes uniqueness which is defined by thoughts, habits, and beliefs [see minimal-you.com].
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