Jefferson airplane

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Whither Noah?

Noah Brier was one of my earlier poster favorites.  Unlike a paster, a poster is an original content creator and influencer. An active thought provoker in branding and digital business, Noah blogged like a dookie. Alas, during his early years he got bitten by the start-up bug and co-founded content marketing platform Percolate.  I say alas, not because Percolate isn’t a great software technology, it is I’m sure.  I say alas because Noah and his brain could have been so much more transformational for our business. Before coat, suit and tie (Jefferson Airplane reference) he was the trailblazer, maker, and idealizer our business lacks today.

Strategy is still the stepchild of ad makers, website makers, and content creators.  It is not the commerce fulcrum it will eventually become. Noah is a strategist. A market changer.

Today, collapsing the steps to a sale (awareness to transaction) is a tactical job. A network job.   When it becomes strategic, we’ll see breakthroughs. Breakthroughs supported by technology. And on that day sell your Alphabet sock. Hee hee. That’s when we’ll start to see some Mars shots.  And Mars shots are what we missed when “Hey, It’s Noah” went to ground.



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A bar that sells Hoegaarden (pronounced Hoo- Garden) is a bar I can appreciate.  As a kid in college when I met someone new I went straight to their record collection to gauge their taste in music.  Any Airplane? Rashaan Roland Kirk? Doc Watson?

When Brooklyn Brewery introduces a beer outside the states it carefully selects the bars it introduces in.  The bars have to fit the Brooklyn mold. The barkeeps must be conversant in beer, the owner has to understand the Brooklyn taste profile. Brooklyn, when introduced to a new customer, requires a narrative. And the bar itself, must bespeak of the Brooklyn Brewery vibe. These select bars, in effect, become spokespeople of the brand.  The channel helps define the new product experience.  Outside the US, Brooklyn is a premium beer.  Beyond the hipster-ish name, the brand does not convey a lot. So a selling hand is required.

This is how Brooklyn gets a foot hold in a new market.

This is how good marketers need to look at their launches. While I’m doing brand research for clients, I look beyond the corporate boilerplate. Beyond the quarterly financial reports. I dig past the trade journalists and category consultants – I look to the channel. And I sniff around for passionate users who I feel understand the language of the product. The language of the consumer. (Depending on the category, these special consumers are often Posters – content creators who spend time on the web.)  Annie Prouxl, before she wrote The Shipping News spent a good deal of time in Newfoundland breakfast joints listening to the locals.  That book didn’t come out of a travel guide or Wikipedia, it came from listening. Peace. 


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I’m part of a demographic group that indexes very low for blogging.  Only 7% of people over the age of 50 blog.  So where my people at?  What are they doing?  A bunch are finding there way onto Facebook.  And they’re using the web for search and commerce. They are “liking” the Jefferson Airplane and “Grateful Dead,” using the ether to remember the good old days. I suspect a handful are being social commentators on politics and morality, but probably limited to commenting rather than real Posting. 

I’m just not feeling any high octane communications from the older guard.  Where’s the mentoring?  It not like Millennials don’t need it?  Hell, they are listening to our music. (Disclosure, I like rap.) And just because the geezers don’t “check in” or “tweet” or “text” doesn’t mean they are out of it.

I want to hear first-hand from those who landed on the beaches of Normandy. I want to read stories about Woodstock. I want to hear from a real Mad Man.  WordPress or some other blogging platform needs a campaign to gray up the web.  Make it easier to set up sites and post. Plumb the depths of the blogging underserved. We need to hear from the 93% of those who are silent. This is a big commercial opportunity! It will make the web more exciting.  And timeless. Peace.

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