Maschmeyer: Steven Colbert and Obsessive Branding

(thanks Anjeli)

About Me :.

Leland Maschmeyer
leland.maschmeyer[at]yahoo[dot]com
Director of Strategy at COLLINS:
New York City

When businesses look at marketing, they focus on things like integration, brand measures and ROI. While these are important, we must respond to the fact that we are now in a situation where the recipients of marketing are, at best, numb to it or, at worst, revolting against it. We must put emphasis on designing new marketing activities that engage with people's behaviors, emotions and lifestyles in ways that help them and our clients.

To that end, design thinking and techniques can help us rethink marketing systems and structures and - possibly - redesign them from beginning to end around the "user."

This blog is a log of that brazen journey.

“For me, any of the little gestures I make are all tentative probes. That’s why I feel free to make them sound as outrageous or extreme as possible. Until you make it extreme, the probe is not very efficient.”

Marshall McLuhan

8/5/08

Steven Colbert and Obsessive Branding

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