It used to be that marketing power was held in the hands of those with the most money to spend, so could block buy TV, magazines and radio.
Those days are gone.
Marketing power is now held by three groups:
- Those with imagination,
- Those with bravery.
Imagination to see something others do not, an opportunity, media, expression of an idea, or just seeing a connection nobody else has seen, and then the bravery to use it. Anthony Weiner, the idiotic serial “sexter” who keeps on running for public office in the US provided such an opportunity to a hot dog seller who painted up his van. People shook their heads when he got “done” a second time, and laughed in derision at Weiner, last they bought a ‘dog, and had another laugh at his expense, and a marketing coup was created.
C. There is one other group with newly found marketing power, consumers. Never before have consumers been able to exercise the power derived from the simple fact that they are the ones who spend the money, the rest of the game is simply a scramble to see how the dollar is split up, as aggressively as they can now.
Forget that power at your peril, and court it with imagination and bravery.