Read Philip Baruth's The Vermont Daily Briefing, December 2, 2006 post (Then Shall We All Be Bjorn Again) for a funny story about the ABBA musuem planned to open in Stockholm in 2008. As a fan and teen when ABBA was in its heyday, I found this post poignant on a personal level and juicy fodder for my marketing mind.
It's a fine example of marketing at its best: repackage stuff a zillion different ways to squeeze every cent of profit out of it. Sometimes, as in the case of Star Wars, as Baruth points out, the original intent just becomes so sullied it becomes, well...for lack of a better word...sad. The original Star Wars movie was memorable for me because it was my first car date. We took my date's mom's station wagon, bought soft ice cream after the movie, and stopped to make out on the way home. It was perfect, innocent, and beautiful, as was the movie. I can't bear to think about what happened to Star Wars (or me) after that first movie.
What's the point where repackaging the same old stuff over and over becomes old and downright sacrilege? Friends of mine back off when they sense an impending rant about flavored coffees, extreme political correctness, trendy private schools and spoiled children, chocolate "martinis", the PowerPointification of America (write to me in person if you want more info on this one - I'd be glad to pontificate about jargon and the verbification of nouns with you) and "artisan" food products. "Enough, already" is often followed by the phrase I utter while sadly shaking my head and staring into space, "It's just not right."
(I'm generally quiet and mild-mannered, but I'm opinionated, in case you haven't noticed.)
Here's where I weigh in:
- Star Wars sequels: it's just not right
- Flavored coffee: thumbs down
- Trendy artisan cheeses: thumbs up
- Geico caveman: thumbs down
- Shortbread action figures: no way
- ABBA museum: Stay tuned...I need to process this one
There's an incessant battle being waged in my brain between my own values and conventional marketing wisdom. I want it to stop, but it never does.
All I can say is: marketing fascinates me. What makes people pay attention? What generates profit for small businesses like Vermont Shortbread Company?
Most importantly, how do I stay on top of all this and remain in integrity with myself while making big bucks and NOT selling my soul, creativity, and time to a fickle corporate bureaucracy?
I suspect this is way too much thinking for a Saturday a.m. It's off to the bakery for some mindless physical labor for me and my shortbread business empire.
To Thine Own Self Be True....or words to that effect. When you think you are approaching the line, the very thin line, that separates good business moves from ethics...just ask your inner-self....is this really who I AM?
And then...before your inner-self has time to answer..ACT! Just TAKE that candy from the baby.
What the heck? You'll have plenty of time to feel guilty LATER...maybe while you're eating the candy.
Posted by: Alex B | December 03, 2006 at 10:54 PM