Marketing was really invented in the 1960s. Since then the world has changed. Some of the marketing tenets have now become cliches. This deck challenges some of them.

1. Let’s Have Some New Clichés

2. “It is a cliche that most cliches are
true, but then like most cliches, that
cliche is untrue.”

3. The Consumer Is Rational
Cliché

4. Economics Says So

5. Could They Be Wrong?

6. Forget Rationality

7. Consumers Are Irrational

8. This Tastes So… White!

9. Consumers Like Choices
Cliché

10. Choice Overload

11. Choices Intimidate

16. All Consumers Are Equal
Cliché

17. Nicholas Christakis Thinks Not

18. How Ideas Spread

20. Humans Can’t Think
Exponentially

22. Brand Identity Is Sacred
Cliché

24. Era Of Individuality

25. Versatile Branding

27. One Logo Per Person

30. Jones Soda

31. Marketing Exploits
Cliché

32. Businesses With
‘Good’ At The Core

36. Brands = Rational + Emotional
Cliché

37. The Classical Brand Theory

38. “Most Compelling, Unique Promise”

39. “Most Compelling, Unique Promise”
Life like clarity: TV, DTH, Channels showing HD

40. “Most Compelling, Unique Promise”
Future planning: Banks, mutual
funds, insurance, brokers

41. The Formula Cough Commercial

42. Emotional connects are often
transparently manipulative

44. Resolve Contradictions

45. Good
Bad
Dirt Clean

46. Good
Bad
Dirt Clean

48. Good
Bad
More TV Less TV

49. Good
Bad
More TV Less TV

51. Brands Are Dying
Cliché

52. Brands were
about
emotional
connections.
Today it’s all
about forming
communities

53. Brand
Consumer Consumer
Trade
Conversation

54. Rational
Emotional Social

55. Irrational
Insight
Cultural
Contradiction
Shared
Experience