Brands who stalk

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Brands who stalk

  1. 1. ©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.
  2. 2. ©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY. @alexanderchung alexanderchung.posterous.com There are funny in society that make normally unacceptable things acceptable.
  3. 3. ©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
  4. 4. ©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
  5. 5. ©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
  6. 6. ©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?
  7. 7. ©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
  8. 8. ©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.
  9. 9. ©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY. @alexanderchung alexanderchung.posterous.com Insights allow us to design things you like. Dude, Brand, xoxo
  10. 10. ©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY. Share this letter with your friends. @alexanderchung alexanderchung.posterous.com You mean, like Xzibit?
  11. 11. ©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY. @alexanderchung alexanderchung.posterous.com
  12. 12. ©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY. @alexanderchung alexanderchung.posterous.com Thank you for registering your interest in cars and music artist Xzibit. Participant, Brand, xoxo
  13. 13. ©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY. @alexanderchung alexanderchung.posterous.com Vroom, vroom we love cars, do you? Man, that’s so creepy.
  14. 14. ©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY. @alexanderchung alexanderchung.posterous.com It’s very easy to become sycophantic, opportunistic, and disingenuous with our campaigns.
  15. 15. ©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY. @alexanderchung alexanderchung.posterous.com Remember, consumers don’t judge authenticity based on actual behavior but, rather, the intention behind it.
  16. 16. ©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY. @alexanderchung alexanderchung.posterous.com For example, most people think stealing is moral if it’s to feed a starving family. EVERYBODY LOVES ALADDIN, RIGHT?
  17. 17. ©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY. @alexanderchung alexanderchung.posterous.com 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
  18. 18. ©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY. @alexanderchung alexanderchung.posterous.com It’s acceptable to disagree with your target. It’s ok to have an intrinsically defined identity and to create things you like. OUR NEW IMPERATIVE A brand should try their best to occupy the same world as their target and interpret that world in a unique, useful way. BUT
  19. 19. ©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY. @alexanderchung alexanderchung.posterous.com OUR NEW OUTLOOK Knowing everything about a target doesn’t mean you’ll resonate with them. You can only know so much about someone
  20. 20. ©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY. @alexanderchung alexanderchung.posterous.com One of the great unsettling revelations of the digital age may be that we are not snowflakes, that humanity comes in just a few hundred models. “ AARON DIGNAN
  21. 21. ©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY. @alexanderchung alexanderchung.posterous.com A CHALLENGE What portion of our budget can we take away from stalking and devote to self discovery?
  22. 22. ©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY. @alexanderchung alexanderchung.posterous.com It’s about becoming a brand that people want to stalk instead of the other way around.
  23. 23. ©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY. @alexanderchung alexanderchung.posterous.com BRANDS WHO STALK Thanks!
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