The document discusses three subtly dangerous "isms" in marketing: individualism, tribalism, and data-ism. Individualism risks focusing too much on hyper-personalization without enabling shared experiences. Tribalism risks perpetuating the distinction of "others" and unintentionally reinforcing divisions by trying to find a brand's tribe. Data-ism risks being too lazy despite vast amounts of algorithmic data, and not accounting for generations like Gen Z that question everything.

1. “-ism”: a distinctive practice, system, or philosophy.
@amy_p_brown #SXSW2020
Meet the most subtly dangerous “isms” in
marketing today.

2. Brand building often rests on a
series of tried and true “isms” -
practices, beliefs, approaches,
we’ve all come to know- many of
which are now somewhat like
marketing ‘religion’....
@amy_p_brown

3. But if we don't also step back and question, many of these "isms" we HERO
can subtly destroy us.
Meet the subtle ‘isms’ that can bring things crashing down:
DATA-ISM
TRIBALISM
INDIVIDUALISM
@amy_p_brown

4. Individualism: If everything is hyper-personalised, can we still enable
shared experience?
@amy_p_brown

5. We focus on the individual, when community that has the power to
shape culture. We design for the single user experience, despite
science proving to us that experiences are richer in the collective form.
Are we at risk of hyper-targeting culture into oblivion? How do we
focus on Collective Experience, whilst not at the expense of the
individual?
@amy_p_brown

6. Tribalism: Do we risk mistaking being ‘rooted in culture’ with
perpetuating “othering”?
@amy_p_brown

7. As brands, by trying to ‘find our
tribe’ are we often unwittingly
enabling the distinction of the
“other” ? Are we accidentally
creating platforms and
codifying the language that
helps reinforce the various
dichotomies of today?
How do you participate in
culture in an additive way?
@amy_p_brown

8. We still ascribe the generic,
carefree beliefs of “youth” to
GenZ…
When, as the cohort who grew up
online in the age of WikiLeaks and
Cancel Culture, they are
hyper-aware, they question
everything and they take matters
into their own hands.
Data-ism:
For all our algorithms, we are still unbelievably lazy.
@amy_p_brown

9. Meanwhile we fuss endlessly over millennials whilst ignoring both the
intellect of Gen Z and the cultural weight and disposable income of ‘Older
People’ altogether.
At the same time we live in a world where the first humans who will live to
130 are already born and transhumanists are bringing cyborgs within
range. What does “older” even mean?
@amy_p_brown

10. Exploring these questions and how we can create brands that build
community, are collective, resonant and add to culture.
@amy_p_brown #SXSW2020