Đang tải... (xem toàn văn)
Knowing everything about a target doesn’t mean you’ll resonate with them It’s about becoming a brand that people want to stalk instead of the other way around.
©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY. @alexanderchung alexanderchung.posterous.com BRANDS WHO STALK A quick riff on brands who become obsessed with being like their target. ©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY. @alexanderchung alexanderchung.posterous.com There are funny in society that make normally unacceptable things acceptable. ©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY. @alexanderchung alexanderchung.posterous.com I can punch you in the face and ignore you when you talk to me. while boxing on instant messenger ©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY. @alexanderchung alexanderchung.posterous.com Our morals, behaviors and norms don’t always travel intact between environments. We have some weird standards in marketing ©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY. @alexanderchung alexanderchung.posterous.com I can stalk your online profiles and talk to you when you want to be ignored. Dear consumer, Brand, xoxo ©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY. @alexanderchung alexanderchung.posterous.com To unsubscribe to these letters, please like me on Facebook. Why do brands think it’s so acceptable to stalk people? ©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY. 7 We’re collecting data not stalking. We’re a data driven company who wants to add value to our customer’s lives. Hey man! Brand, xoxo ©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY. @alexanderchung alexanderchung.posterous.com But, why do you need to know how I eat my breakfast? Please fill out our survey on ‘stalking’ for a chance to enter our sweep-stakes. ©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY. @alexanderchung alexanderchung.posterous.com Insights allow us to design things you like. Dude, Brand, xoxo ©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY. Share this letter with your friends. @alexanderchung alexanderchung.posterous.com You mean, like Xzibit? [...]... much about someone @alexanderchung alexanderchung.posterous.com ©20 09 U ND ERC U R R E NT G L OB A L CONF I DEN TI AL AN D P R OP R I E TARY of the revelations “ Onedigital great unsettling we are not of the age may be that snowflakes, that humanity comes in just a few hundred models AARON DIGNAN @alexanderchung alexanderchung.posterous.com ©20 09 U ND ERC U R R E NT G L OB A L CONF I DEN TI AL AN... OP R I E TARY Typically, a brand’s intention is to be like their customers But, that’s invasive Stop saying what you think your customers want to hear Let’s create a new standard @alexanderchung alexanderchung.posterous.com ©20 09 U ND ERC U R R E NT G L OB A L CONF I DEN TI AL AN D P R OP R I E TARY OUR NEW IMPERATIVE A brand should try their best to occupy the same world as their target and interpret... E TARY A CHALLENGE What portion of our budget can we take away from stalking and devote to self discovery? @alexanderchung alexanderchung.posterous.com ©20 09 U ND ERC U R R E NT G L OB A L CONF I DEN TI AL AN D P R OP R I E TARY It’s about becoming a brand that people want to stalk instead of the other way around @alexanderchung alexanderchung.posterous.com ©20 09 U ND ERC U R R E NT G L OB A L... creepy @alexanderchung alexanderchung.posterous.com ©20 09 U ND ERC U R R E NT G L OB A L CONF I DEN TI AL AN D P R OP R I E TARY It’s very easy to become sycophantic, opportunistic, and disingenuous with our campaigns @alexanderchung alexanderchung.posterous.com ©20 09 U ND ERC U R R E NT G L OB A L CONF I DEN TI AL AN D P R OP R I E TARY Remember, consumers don’t judge authenticity based on actual... interpret that world in a unique, useful way BUT It’s acceptable to disagree with your target It’s ok to have an intrinsically defined identity and to create things you like @alexanderchung alexanderchung.posterous.com ©20 09 U ND ERC U R R E NT G L OB A L CONF I DEN TI AL AN D P R OP R I E TARY OUR NEW OUTLOOK Knowing everything about a target doesn’t mean you’ll resonate with them You can only know...@alexanderchung alexanderchung.posterous.com ©20 09 U ND ERC U R R E NT G L OB A L CONF I DEN TI AL AN D P R OP R I E TARY Participant, t in your interes ng for registeri Thank you it c artist Xzib si cars and mu Brand, xoxo @alexanderchung alexanderchung.posterous.com ©20 09 U ND ERC U R R E NT G L OB A L CONF I DEN TI AL AN D P R OP R I E TARY , do you? we love cars om, vroom Vro Man, that’s... actual behavior but, rather, the intention behind it @alexanderchung alexanderchung.posterous.com ©20 09 U ND ERC U R R E NT G L OB A L CONF I DEN TI AL AN D P R OP R I E TARY For example, most people think stealing is moral if it’s to feed a starving family EVERYBODY LOVES ALADDIN, RIG HT? @alexanderchung alexanderchung.posterous.com ©20 09 U ND ERC U R R E NT G L OB A L CONF I DEN TI AL AN D P R... of the other way around @alexanderchung alexanderchung.posterous.com ©20 09 U ND ERC U R R E NT G L OB A L CONF I DEN TI AL AN D P R OP R I E TARY BRANDS WHO STALK Thanks! @alexanderchung alexanderchung.posterous.com ©20 09 U ND ERC U R R E NT G L OB A L CONF I DEN TI AL AN D P R OP R I E TARY . UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY. @alexanderchung alexanderchung.posterous.com BRANDS WHO STALK A quick riff on brands who become obsessed with being like their target. ©2009 UNDERCURRENT. CONFIDENTIAL AND PROPRIETARY. @alexanderchung alexanderchung.posterous.com Our morals, behaviors and norms don’t always travel intact between environments. We have some weird standards in marketing ©2009. disingenuous with our campaigns. ©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY. @alexanderchung alexanderchung.posterous.com Remember, consumers don’t judge authenticity based on actual behavior