Gonzo Marketing:Winning Through Worst Practices The Bombast Transcripts: Rants and Screeds of RageBoy
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Tuesday, December 16, 2003
Dean & Cluetrain Turn Tide

This is from "The Marketing of the President 2004," which appeared on the "Basline Project Management Center" website a couple weeks ago. The quote is not on the first page, so if you want more context, click on the "printer-friendly" (gag me with a spoon) version.
Many of the campaign's principles have been developed in books such as David Weinberger's Small Pieces Loosely Joined, which explores the role of individuals connected by the Internet; The Cluetrain Manifesto, by Weinberger, Doc Searls and Christopher Locke, which describes how to think of the way markets work in the online world; and Smart Mobs, by Howard Rheingold.

"We've read all that stuff," says Trippi. "A lot was happening at the grass roots, and we had insight on how to nurture it."

"Cluetrain" describes markets as conversations, in which companies engage customers with an authentic* human voice and respond to their needs, rather than push one-size-fits-all information out to them in mass broadcasts. "They are as close as I've seen to structuring a political campaign around the Cluetrain themes," says Weinberger, who is working as a consultant to the Dean campaign. "They are quite focused on routing around the broadcast paradigm by enabling supporters to connect with one another."


NOTA BENE *
While we congratulate our good friend David Weinberger on his role in all this, RageBoy® and I reserve the right not to climb up on this particular soapbox just yet, as we are still considering a write-in vote for Tristan Tzara.

Also: stand by for some (more) recent (yet long-brewing) thoughts on the browning of the word "authentic" and its various derivatives.


3:52 PM | link |



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"RageBoy: Giving being fucking nuts a good name since 1985."
~D. Weinberger
28 October 2004

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