The laws of natural selection demand that we adapt to changing circumstances or perish. Well, there has been a change of seismic proportions in the world of marketing/branding/communication. It’s not like one or two of the other animals in our environment grew longer legs or stickier tongues or whatever… no, the whole environment itself changed!! On Christmas Day 1990, Timothy Berners-Lee made the first Internet transmission. What appeared to be a minor footnote in history has gone on to precipitate a complete tergiversation (fancy word for ‘upside-downing’) of the status quo – especially the communication(s) environment. That which was then – conventional media (TV/Print/Radio) and conventional methods (“We make this product. Buy it!”) – has now been superseded by a whole new way of communicating. In fact, it’s a whole new way of thinking that’s now significantly influenced by considerations of social conscience rather than just by the profit motive.
Whatever you call the new reality of marketing today, it’s definitely upside-down. So, if you want a ticket to the natural selection picnic, you’ve got to start standing on your head, and learning to look at things from a very, very different point of view.