Okay...okay...I give...
I want to thank everyone for their passionate feedback on both my previous posts and on the Pinko Marketing Wiki...
...lots to think about. ;)
Since, as Mike says over here: "It's a community project after all," I am revising much of the theoretical background (because, yes, I've been extremely myopic, a great deal naive and entirely stubborn to think that one could separate history from theory...and even the theory is fundamentally flawed on many levels. Extracting a portion is equally irresponsible.)
I still believe in what is happening right now, whether it is stronger in San Francisco or in the tech world (and I'm not so long here that I forget what it is like outside of the valley). I believe it's growing past that and will continue to grow as more people have access to the communications tools available (and as they become more accessible to non-geeks).
I don't believe Pinko Marketing works for everyone. As I've said before, one size doesn't fit all, however, marketing going forward isn't going to work the way it has historically. People are engaged. Hugh said it best when he said:
And it will be those companies that not only engage their community, but allow their community to engage one another without intervention that will grow and prosper (I also agree with Assaf on his 'keeping it small and real' theory...very much so...but that's another chapter).
So, expect, by the end of this weekend, a change to the language (semantics are very important, yes) and the logo.
Thanks for your feedback. I hope everyone continues to challenge me here and on the wiki.
...lots to think about. ;)
Since, as Mike says over here: "It's a community project after all," I am revising much of the theoretical background (because, yes, I've been extremely myopic, a great deal naive and entirely stubborn to think that one could separate history from theory...and even the theory is fundamentally flawed on many levels. Extracting a portion is equally irresponsible.)
I still believe in what is happening right now, whether it is stronger in San Francisco or in the tech world (and I'm not so long here that I forget what it is like outside of the valley). I believe it's growing past that and will continue to grow as more people have access to the communications tools available (and as they become more accessible to non-geeks).
I don't believe Pinko Marketing works for everyone. As I've said before, one size doesn't fit all, however, marketing going forward isn't going to work the way it has historically. People are engaged. Hugh said it best when he said:
"The market for something to believe in is infinite."
And it will be those companies that not only engage their community, but allow their community to engage one another without intervention that will grow and prosper (I also agree with Assaf on his 'keeping it small and real' theory...very much so...but that's another chapter).
So, expect, by the end of this weekend, a change to the language (semantics are very important, yes) and the logo.
Thanks for your feedback. I hope everyone continues to challenge me here and on the wiki.
[tags: pinkomarketing, cluetrain, marketing]
19 Comments:
Bravo, Tara.
Stay with it Tara. You are on to something big here, and whatever happens don't dilute the message. Metaphors are powerful, and part of the reason people are noticing is the metaphor. Then its just a question of keeping "on message".
Looking forward to your revision and seeing where you take this. Keep working at it -- it is an interesting project. One last bit that I want to mention, and maybe this is lending to some of the frustration. You write that you want people to separate history from the theory you're trying to use. However, the problematization of history IS the basis of much theory (inlcuding Marx and Foucault). They don't call it historical materialism for nothing. ;)
Well, I am certainly not going to dilute my message. But my message isn't about communism. My message is about a new way to market - decentralized and community driven. And by being on the defensive constantly about the political stuff (i.e. saying, "Dammit, that's not what I'm talking about." ;)), I am diluting the message already.
Y'all rock, though. Thanks for pulling my head out of my arse. ;)
"Here is my suggestion; Improv Marketing. Markets are like improv teams. There is no star and supporting cast. The principle that drives improv markets forward is "yes...and" (just like it is in all improv). Everyone contributes. Everyone wins. Everyone takes a bow." (I just left that comment for Mike Sansone over at Copywriting Watch and thought I would pass it on here after seeing your post)
Having suggested a new metaphor here is my take on metaphors in general. Don't make one metaphor do all the work. It can't. Don't suffer from "hardening of the metaphor" where you use only one image or metaphor.
"She's pink down to her underwear!"
I agree with Colin. The message is whats important. Maybe its the 'Canadian factor' in that our history with Communism differs greatly from the US which is why you, Colin or I wouldn't be too offended by the term "pinko" and the history that goes with it.
Pinko or otherwise it's incredible stuff!! March onward!!!
Why are so many "anonymous" .. afraid Edward R. Murrow will track you down for commenting on this stuff?
Tara,
Glad you're pressing forward with the message while considering the semantics. Michael's advise to avoid the "hardening of the metaphor" syndrome seems particularly apropos.
And "Modernmod", many Canadians have a lot of experience with Communism - experience we'd rather forget.
How about a twist (and a new logo)?
PINCO Marketing. Yes - another acronym...
Participate In Networks of Co-Ownership
That's why I call it "my" Panera and they call me "Brother Bread."
I happen to like pink. Transamerica says it's alright to change the format, but why bother if you don't have to...? Revolution is not an intellectual, not a techie, nor a SanFrancisco swirl. I say relax, see where it goes, it's much bigger than the brainie ego-uppers. But baby, you're good so march on, look past the hot ideas, see over them, and know where it'll go. The new world is the synthesizers over the runamuck bigbuck ego-ites. The key concept is not red or blue or kitsch pinko, but the great non-party of individuals who believe in God, the web of all beings together.
It's the whole mental gatekeepers thing. You say 'pinko' or 'commie' marketing, and you activate the 'I don't like those things, so I'm not going to like what you say next' mental gate.
I'm pretty fond of Michael Wagner's "improv" idea. It may not be as brash or initally polarizing (as a title and metaphor), but it feels powerful (yet festive ; )
I agree with the others who've said the political associations are a distraction from what is really important--the message. It's the *message* that is going to be polarizing and controversial (and most important whack-on-the-head things are), so you don't need the label. Believe me, your message is strong enough as it is. You could call it "fluffy bunny marketing" and it wouldn't weaken your ideas and obvious passion.
I'm pretty impressed with how many people are willing to help you get this sorted out, and of course your willingness to support them : )
Tara,
Words and ideas mean something. Just what does community mean to you? And precisely how can a community built on marketing be a community? Where are the shared values, the intimacy, trust and most importantly the mutual accountability and sacrifice?
And, what exactly does MacLeod's line - "The market for something to believe in is infinite." - mean? Is this a statement that actually means something? While I don't believe he means this, but it certainly can be interpreted to mean that people are so empoverished that they will believe anything if it is marketed well.
Tara, you are a marketer. In its most crude sense marketing is about convincing people to buy something they don't think they need. If you are moving away from that notion to a recognition of the depth of human need for human community, then you need to dig deep into the realities of the lives of people. Then you'll understand how your marketing idea and the desire for community co-mingle.
I wish you well. While probably not intentional, your willingness to publicly venture forth with an untested idea is laudable. Have courage, think clearly, and challenge our own notions about what you are proposing.
Don't know if it matters Tara, but I don't dislike "Pinko" and I knew what you meant when I read it. Didn't even occur to me that anybody would find it inappropriate.
Hey, historians, did "pinko" as a derogatory term originally refer to Socialism or Communism? And were the people who called other people a "pinko" aware of the difference?
Come the revolution, the sacred cows will be first up against the wall!
this thread is all about nothing ;)
alan: Pinko meant "Liberal". History lesson: To be a Communist was to be a "Red" (no relation to today's "Red State", remember, this was 50 years ago). So to be smeared as commie-lite was to be a "Pink", hence "Pinko".
It's got to be a measure of something that someone could really propose "Pinko Marketing". That's like "Stalin's Fellow Travelers Public Relations Company". We're off into territory of The Onion here.
By the way, I don't know what he meant by it, but I'd take "The market for something to believe in is infinite." as a version of "There's a sucker born every minute".
doing this took guts, tara. i'm resubscribing to your feed.
What a relief. Let the madness end.
A smart choice. And your original (appalling) name did get you a splash of publicity. I'll probably pay attention to what you do next, at least for a little while.
If you planned this out on purpose, you did well.
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