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Friday, September 07, 2001 Smart Customers, Dumb Companies "The Internet is creating a myriad of micro-markets, controlled not by companies but by customers. Yet in most businesses, the mass-market mind-set continues to hold sway. It's time for marketers to wake up." I didn't know until just now that HBR had put the full text of this article online for free. This contains material that I later incorporated into the Gonzo Marketing book. 9:34 AM | link | 
Harvard Business Review "Christopher Locke is an Internet industry expert..." You read it in HBR, so it must be true! 9:21 AM | link |
Talking Moose "The guys who wrote the Cluetrain Manifesto are Gods in this Moose's eyes. One of the authors, Christopher Locke, will soon release a new book titled Gonzo Marketing which proposes that marketers will win by following worst practices. If chapter two is any indication (it starts 'market research is dead') then this book should be as interesting and relevant as Cluetrain. Basically Locke seems to be saying 'be different or die.' Hey, I'm a muddy Moose. How different can I be?" Actually, the book is addressed to moose, so this note is particularly germane. 9:11 AM | link |
Thursday, September 06, 2001 Gonzo Marketing In Action? While I do appreciate the bloggery that went into these speculations, I don't think that what PepsiCo did in this case really fits my notion of gonzo marketing. They leveraged (by accident, it appears), the widespread recognition of an Internet virus, and thus saved a bundle on advertising. Being savvy enough to take advantage of markets in this way is certainly "hipper" than the usual brain-dead approaches taken by traditional marketing, and does indicate that marketers are beginning to tune in to the net as a force unto itself. But it's still taking advantage. It's still manipulation, however "savvy." Gonzo marketing comes out of a particular state of mind that is genuinely engaged with audiences and markets, but it's not just a matter of attitude. At the heart of the book is a model by which companies can create true relationships with emerging markets by underwriting the micromedia that are already conversing with those audiences. By these criteria, I think it's too early to go looking for examples -- though I hope there will be many to point to by this time next year. Only time will tell... 2:52 PM | link |
Tuesday, September 04, 2001 BusinessWeak online "Hey Fuckhead, Admit it: You Got Caught" 2:47 PM | link |
The Ultimate Bad Candy Web Site - A Confectionary Nightmare "...bad candy is the impetus of all wrongdoing; it is the shapeless force that drives drug addiction, prostitution, and global warming. It is a mysterious force that transcends space and time." You will laugh your ass off. 1:24 PM | link |
Big Ads Get Good Looks - HARDER TO IGNORE And this, says the Vice Chairman of the Internet Advertising Bureau is "the price we pay for free media." Read it and puke. 1:17 PM | link |
RageBoy: Seriously "This dude is off the hook; easily the most in-your-face troublemaker in the business book business; a vocabularian errant who gives me incredible hope. (Ahem... nice semicolons.)" The author of this page works at The Motley Fool. 12:56 PM | link |
The Underground History of American Education "The real makers of modern schooling weren't at all who we think..." John Taylor Gatto's new book looks excellent. You can read the full-text Prologue and Table of Contents here. 9:28 AM | link |
Teens Take Diaries to Public on Web (Washington Post) "Today�s youngsters are increasingly choosing to write... in public, on the Internet, essentially a global billboard accessible by anyone and everyone. About one out of every five teenagers ages 12 to 17�more than 4 million of them�now have personal Web pages, according to a recent study by the Pew Internet and American Life Project..." Interesting story, but of course the Post plays the fear & trembling card. 9:23 AM | link |
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"RageBoy: Giving being fucking nuts a good name since 1985." ~D. Weinberger 28 October 2004
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at a major industry conference, chris locke once again captures the real story. | |
