Discuss the logic of this model for mining fresh insight.docx
1. Discuss the logic of this model for mining fresh insight
Read, analyze and critique chapter 10, Affirmation Becomes Autonomy in The Big Leap – an
Ethics of Insight, volume 1.Several themes are applicable to our course’s key imperative –
the surfacing of fresh, deep insight into human desire and briefing a new kind of marketing
as value-making for the specific people who matter to our business.Discuss the logic of this
model for mining fresh insight and doing something different with it to inspire a more
permanent campaign for an example brand and their audience – (pick a brand and suggest
an insight about their key audience).One of the essential jobs of these fresh insights into
human desire is to serve as beacons to those very specific people for whom our companies
are seeking to find. Discuss the difference (citing the cases from chapter 10 or other
relevant cases) between brands using deep insight to cynically stimulate human desire with
their advertising rather than brands applying deep insights to ethically serve human desire
with their value-marketing. Suggest ways your insights might be used to serve the human
desire of your project brand’s influential prospects.Finally, read and be inspired by the
excerpt below in the service of suggesting how your project brand might seek to mine deep
insights via our emergent, observational ethnographic research methods and apply those
insights into the briefs and strategies for honoring the autonomy and enabling real agency
for your project brand’s influential prospects and customers.“In the age of nagging
pandemic, violent social injustice, climate catastrophe, immigrant border cages and
accelerating economic inequities, business is good for the media platforms monetizing
alienation. But if you’re a CEO or CMO of a business with marketing budgets to spend, you
might imagine none of this as your problem. The animating thesis of this ethics suggests the
ultimate stakes are too high for any marketer of conscience to do nothing. So: why not start
with crazy high levels of overreach – why not challenge yourself and your teams to honor
human autonomy by way of enabling the precious social fuel of human affirmation, all with
your reconsidered acts of marketing…”~1,000 or more words, and make them all count.
