Sunday, September 16, 2007

New rules

I'm nearing the end of Mark Earl's book, Herd: How to Change Mass Behaviour...which persuades the reader that we are social animals that develop interdependently. That is, I change as the herd (i.e. mass) interacts and changes.

This observation has far reaching consequences. For the marketer, the concept of "audience" is more valid than (atomized) "consumers." Trying to affect change by transmitting to segregated individuals, on a mass scale, is futile.

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