This isn’t a game…. it’s life or death.
If the media ecosystem is unwell. if there are blockages or pathogens impairing interconnectedness and codependence between channels and platforms, it can be cancer to a Brand. A Brand is a living breathing organism in that it exists in the collective hearts and minds of consumers. The seamless function of the system is vital in order for the nutrients circulating within to provide nourishment; messages can not be processed until they are distributed and absorbed. Todays Media ecosystem is said to have evolved. But much like an enormous root system which has pilfered the very soil that cradles it, it inhales resources so voraciously that its overall contribution to the environment is maligned. Flowers are there for pollination, but the bees can’t tell the difference between Tulip or Trap and consequently too many lose their radiance or die.
Marketers should demand that media be a hybrid collection of complimentary, symbiotic components – not a hodgepodge of selfish systems surgically stitched together to one another like an ugly, defective and extremely powerful mutant.
It’s time to start over. It’s time to try something new. With conviction, it’s time to invest in a new era with the confidence of knowing that something better than what we have now exists. Evolve. With a beautiful and harmonious new communication paradigm, not only will marketing thrive and the economy benefit, but consumers will find new and effective ways to couple together on a grand scale and lift one another to new plateaus. Lets say goodbye to the sales pitch. Lets leave behind the repetitive, vacuous, highfalutin nonsense. Enough abuse of ad budgets and ad technology. Enough mistreatment of the unsuspecting, the unwitting and the unemployed. It’s time to revitalize and renew. Let’s strengthen. Let’s be True.
Marketers can save us all by rewarding those that are honest and effective and that are able to achieve both with simplicity. If these are the prerequisites in a connected world, communication and collaboration on a grand new scale unimaginable today may actually result in communication and collaboration with other worlds. If not, we might not even have our own world to look forward to.
This isn’t a game…. it’s life or death.
