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Technology Stocks : WDC/Sandisk Corporation -- Ignore unavailable to you. Want to Upgrade?

To: Ausdauer who wrote (7748)	10/18/1999 5:43:00 PM
From: Binx Bolling	Read Replies (3) \| Respond to of 60323

Aus, you wish The Memory Stick Good Luck. It already has good theater. The November 1999 issue of Wired is dedicated to Sony and the Memory Stick. Reminded me of the following quote: quotations from John Sculley's Odyssey-Pepsi to Apple - A Journey of Adventure, Ideas, and the Future: "Marketing, after all, is really theater, It's like staging a performance. The way to motivate people is get them interested in your product, to entertain them, and to turn your product into an incredibly important event." Marketing is theater. In theater you think of the audience as having a role. They may laugh and applaud or they may get up and walkout. When you show a Pepsi Generation campaign, your're trying to reach their emotions and touch their hearts. In a Pepsi Challenge, we tried to lure them into our campaign to pull them across the line between where commercial ends and reality begins. The Super Bowl is evidence of this. It has nothing to do with athletics, really. The athletes are mere actors on a stage. Most people don't care who wins or loses the Super Bowl because it's not their hometown team anyway. What they care about is the Super Bowl event and all the pagaentry that goes with it. It is a stage production, marketing as theater at its best. Marketing is an art form. When I go through the Musuem of Modern Art, I see not only paintings but artists who were driven by powerful ideas and who went through the identical process to what we do in marketing as theater. The power of it was not trying to duplicate an image realistically like a phototgraph, but trying to capture the feeling of a striking idea or moment and then presenting an image of that feeling in a powerful way. The canvas becomes a mini-stage production alive in a different medium. The other reason there are so few good marketers is that the discipline has been falsely chasing the god of science, when it is really an art. Market analysis, to take one false god, has failed to predict all the intereresting and high- impact technological innovations of the twentieth century because it tends to look at trends.