I was talking in Vancouver yesterday. The slide that everyone seemed to like the best has “shoot the lawyers” as its title. My argument is that we have to be much more free with our intellectual property.
The other slide that got an audible response was the one about resetting our tolerances as marketers. In the old regime, we are risk averse and inclined to control the marketing message as much as possible.
But its clear that as we bring consumers into the process cocreation, as we participate more fully in contemporary culture, we are obliged to give up control. The brand can no longer be the perfectly formed, pristine thing we hoped it would be.
As it is, senior decisions makers stick to the old standard. They still believe in the pristine brand. It is people under 40 that understand we need to reset tolerances.
So, I feel to thinking: what if we colloborated on a manfestio that made the new tolerances not the daring risk of a marketer, but a collective declaration, and a way especially of telling the senior decision makers, “look, the world has changed.”
Ok, have to catch my plane. I will come back to this theme, tonight or next week.