Flocking: The Invisible Hand

Shot in the English countryside, these starlings move in complete concert with one another, individual, yet apparently of one mind. People and markets move in a similar way: flocking to brands, locations, experiences, trends . . . often unaware of the forces that move them.

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Music: Bjork “All is Full of Love”

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Rick Julian

5 Comments

  1. M on October 23, 2008 at 3:59 pm

    Great stuff: Long discussion of this in HERD, as you know. Do you know this version http://uk.youtube.com/watch?v=RHHfynLYW1I Imagine pitching this to the beer client…

  2. rjulian on October 23, 2008 at 4:10 pm

    Had not seen that. I love the terror of walking into presentations with those kinds of ideas. In fact if we don’t have at least 1- 2 ideas we’re afraid will make the client think we’re daft, I’m disappointed. You can’t breakthrough will safe/familiar ideas, eh?

    Luckily we forewarn our clients that we intend to scare them.

  3. Oliver on October 23, 2008 at 5:16 pm

    I like that. I couldn’t imagine being a larger company, and hiring a brand marketing agency, and having each of them come up with the same old, safe, assumed idea. I would want them to come up with something I thought was absolutely ridiculous, but that stuck with me.

  4. rjulian on October 23, 2008 at 5:24 pm

    Oliver,

    You’d think so, yet there’s an abundance of evidence to the contrary: look how similar most industries’ branding is. A sea of similarity. People prefer safe concepts though, ironically, playing it safe is quite dangerous.

  5. Oliver on October 23, 2008 at 6:24 pm

    I’m sure it’s a cliche, but thats a huge point I took out of the purple cow. I found it a great book for introduction to marketing.

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