Chantelle - a clue to the future of marketing?
It occurs to me that some of the most effective marketing I have seen or been aware of recently, is that where the actual act of marketing - whether it be the trace left behind or that which gets in the way of an experience - is largely invisible.
I like the notion that there should be little to suggest manipulation or mediation, leaving the product or service appearing more pure, untarnished or authentic. This can of course be rather tricky given the way that most marketeers have been trained to think or indeed the way the agency model currently works and the way most art directors and writers currently articulate their work. However...
In future we could think differently to create something we could call 'Brand Diffidence' - an inherent shyness or desire to be less important than the product or service itself. Dictionary.com has this to say about diffidence: 'The quality or state of being diffident; timidity or shyness.'
Innocent - a 'Diffident' brand?
What a nice starting point where the inherent qualities of the product or service are recognised as the main event and the marketing merely the fuse to encourage participation and create postive associations based on a universal positive experience. Wouldn't it be great to actually use 'Brand Diffidence' to flush out inferior products at birth - a universal way for management to get rid of rubbish products before they pollute and dissappoint us as opposed to thinking marketing will solve a flawed user experience.
Anyway - you have to admit it's a nice thought - a brand being shy as opposed to being brash and in your face or practising to deceive. We have been led to believe - by people a lot wiser than me - that using celebrities is a way to bring success to brands through association and I must admit to being seduced by this thought. There has been much written about it and I dont disagree with most of what has been observed, BUT - I would suggest that the ordinary, the individual, the 'as yet undiscovered' is somehow more appealing.
How can one possibly underestimate the Chantelle effect - the moment where the public created the celebrity - not the media or a few savvy media types - bizzare but worth taking careful note of - a prime example of the customer as king being played out on national telly.
We better learn from it - and quick - as the future of marketing could very well be where the very thing we do now - ceases to exist - at least in the form we know it now. Something to ponder.