/tag/marketing

5 quotes tagged 'marketing'

Publisher: Inner Traditions International (2003)

172-174

In the present epoch, no nation-states exist that, by their nature, can claim any principle of true, inalienable authority. Furthermore, one cannot even speak of states today in the proper traditional sense. Only 'representative' and administrative systems exist, in which the primary element is no longer the state, understood as an entity in itself and an incarnation of a higher idea and power, but 'society,' conceived in terms of 'democracy.' This background even persists in totalitarian communist regimes, which so insist on the quality of 'popular democracies.' For a long time there have been no true sovereigns, monarchs by divine right capable of wielding sword and scepter, and symbols of a higher human ideal. More than a century ago, Juan Donoso Cortes stated that no kings existed capable of proclaiming themselves as such except 'by the will of the nation,' adding that, even if any had existed, they would not have been recognized. The few monarchies still surviving are notoriously impotent and empty, while the traditional nobility has lost its essential character as a political class and any existential prestige and rank along with it. Its current representatives may still interest our contemporaries when put on the same plane as film actors and actresses, sport heroes and opera stars, and when through some private, sentimental, or scandalous chance, they serve as fodder for magazine articles. \nEven outside traditional frameworks , true leaders do not exist today. 'I turned my back on the rulers when I saw what they called ruling: bartering and haggling with the rabble. . . . Among all the hypocrisies, this seems to me the worst: that even those who commanded feigned the virtues of the serfs' — Nietzsche's words are without exception still true of the so-called ruling class of our times. \nLike the true state, the hierarchical, organic state has ceased to exist. No comparable party or movement exists, offering itself as a defender of higher ideas, to which one can unconditionally adhere and support with absolute fidelity. The present world of party politics consists only of the regime of petty politicians, who, whatever their party affiliations, are often figureheads at the service of financial, industrial, or corporate interests. The situation has gone so far that even if parties or movements of a different type existed, they would have almost no following among the rootless masses who respond only to those who promise material advantages and 'social conquests.' When striking these chords does not suffice, the only influence over the masses today — and now even more than ever — is on the plane of impassioned and subintellectual forces, which by their very nature lack any stability. These are the forces that demagogues, popular leaders, manipulators of myths, and fabricators of 'public opinion' count on. In this regard we can learn from yesterday's regimes in Germany and Italy that positioned themselves against democracy and Marxism: that potential enthusiasm and faith that animated masses of people, even to the point of fanaticism, has completely vanished in the face of crisis, or else been transferred to new, opposing myths, replacing the preceding ones by the sole force of circumstances. One must expect this from every collective current that lacks a dimension of depth, inasmuch as it depends on the forces I have mentioned, corresponding to the pure demos and its sovereignty — which is as much as to say, literally, 'democracy.' \nThe only realms left for any efficacious political action after the end of the old regimes are this irrational and subintellectual plane, or the other one, determined by pure material and 'social' utility. As a result, even if leaders worthy of the name were to appear today — men who appealed to forces and interests of a different type, who did not promise material advantages, who demanded and imposed a severe discipline on everyone, and who did not prostitute and degrade themselves just to ensure a personal, ephemeral, revocable, and formless power — they would have almost no hold on present society.

Food of the Gods

Author: Terence McKenna

Publisher: Bantam Books (1993)

150

Dominator style hatred of women, general sexual ambivalence and anxiety, and alcohol culture conspired to create the peculiarly neurotic approach to sexuality that characterizes European civilization. Gone are the boundary‑dissolving hallucinogenic orgies that diminished the ego of the individual and reasserted the values of the extended family and the tribe. The dominator response to the need to release sexual tension in an ambience of alcohol is the dance hall, the bordello, and the institutionalized expansion of a new underclass‑that of the 'fallen woman.' The prostitute is a convenience for the dominator style, with its fear and disgust of women; alcohol and its social institutions create the social space in which this fascination and disgust can be acted out without responsibility. This is a difficult subject to address. Alcohol is used by millions of people, both men and women, and I will make no friends by taking the position that alcohol culture is not politically correct. Yet how can we explain the legal toleration for alcohol, the most destructive of all intoxicants, and the almost frenzied efforts to repress nearly all other drugs? Could it not be that we are willing to pay the terrible toll that alcohol extracts because it is allowing us to continue the repressive dominator style that keeps us all infantile and irresponsible participants in a dominator world characterized by the marketing of ungratified sexual fantasy? If you find this difficult to believe, then think about the extent to which images of sexual desirability in our society are associated with images of sophisticated use of alcohol. How many women have their first sexual experiences in an atmosphere of alcohol use that ensures that these crucial experiences take place entirely on dominator terms?

The Role of Logo Design in Creating Brand Emotion

Author: Aslı Biricik

Publisher: İzmir Institute of Technology (2006)

Visually, attractive packaging using bright colours and clean designs mesmerises people, captivating them and enhancing their brand relationship. Unmistakable Absolut 14 Vodka, Apple iMac, and Gillette razors are brands that are focused on constantly introducing the fresh shapes and sensory experiences that consumers appreciate. 'Colour is a sensation and not a substance.' (Friedman 1947) And sensation runs within us, unlike products that run without. Products that transform into appealing sensations are the ones that win. Every emotional branding strategy must consider the effect (or the absence) colours will have on the brand. Colour is about conveying crucial information to consumers. “Colours trigger very specific responses in the central nervous system and celebral cortex. Once they affect the celebral cortex, colours can activate thoughts, memories, and particular modes of perception. This arousal prompts an increase in consumers’ ability to process information.” (Gobé 2001) Properly chosen colours obtain a more accurate understanding of the brand and provide consumers a better recall of the brand. The effect of colours arises both from cultural connections and physiology, and these influences are enforced by one another. Colours with long wavelengths are arousing. Red is the most stimulating colour that will attract the eye faster than any other. Colours with short wavelengths are soothing. Blue actually lowers blood pressure, pulse, and respiration rates. Yellow is in the middle of wavelengths detectable by the human eye. Therefore it is the brightest and easily attracts attention. This is the original reason for making the Yellow Pages yellow. Colour often sets the mood of a brand through logos and packaging. Generally, it is desirable to select a colour that is easily associated with the product. For example John Deere uses green for its tractors. Green implies nature. IBM has a solid blue that communicates stability and reliability. However as Al Ries and Jack Trout note in The 22 Immutable Laws of Branding, “it is more important to create a separate brand identity than it is to use the right symbolic colour. Hertz, the first car-rental brand, picked yellow. So Avis, the second brand, picked red. National went with green.” (Ries and Trout 1998) The role colour choice can play in brand identity is not to be underestimated. Colours can demand attention, provoke responses. An orange, translucent, curvaceous iMac screams, “fun” and “different”. Contrast that with a typical, gray, rectangular desktop that communicates a “utilitarian” and “standard” identity. Neither computer is necessarily functionally superior, but the iMac is distinguished. It is an emotional brand.

Emotional brands are the charismatic brands that people can’t live without. Take a brand away and people will find a replacement. Take an emotional brand away and people protest its absence. These super-evolved brands make deep emotional connections with consumers in new ways. Through mystery, sensuality and intimacy they inspire love. Emotion is the new frontier of marketing. Science has proved we think with our hearts as the more emotional part of the human brain is the right lobe which is more dominant than the rational left one (WEB_4 2006). Emotion is an unlimited resource.

To Have or to Be?

Author: Erich Fromm

Publisher: Continuum Impacts (2005)

Perhaps the most striking example of today's consumer-buying phenomenon is the private automobile. Our age deserves to be dubbed 'the age of the automobile,' four whole economy has been built around automobile production, and our whole life is greatly determined by the rise and fall of the consumer market for cars.\n\n 'To those who have one, their car seems like a vital necessity; to those who do not yet own one, especially people in the so-called socialist states, a car is a symbol of joy. Apparently, however, affection for one's car is not deep and abiding, but a love affair of somewhat short duration, for owners change their cars frequently; after two years, even after just one, an auto owner tires of the 'old car' and starts shopping around for a 'good deal' on a new vehicle. From shopping around to purchase, the whole transaction seems to be a game in which even trickery is sometimes a prime element, and the 'good deal' is enjoyed as much as, if not more than, the ultimate prize: that brand-new model in the driveway.\n\n 'Several factors must be taken into account in order to solve the puzzle of the seemingly flagrant contradiction between the owners' property relationship to their automobiles and their so-short-lived interest in them. First, there is the element of depersonalization in the owner's relationship to the car; the car is not a concrete object that its owner is fond of, but a status symbol, an extension of power - an ego builder; having acquired a car, the owner has actually acquired a new piece of ego. A second factor is that buying a new car every two years instead of, say, every six increases the buyer's thril of acquisition; the act of making the new car one's own is a kind of defloration - it enhances one's sense of control, and the more often it happens, the more thrilled one is. The third factor is that frequent car buying means frequent opportunities to 'make a deal' - to make a profit by the exchange - a satisfaction deeply rooted in men and women today. The fourth factor is one of great importance: the need to experience new stimuli, because the old stimuli are flat and exhausted after but a short while. In an earlier discussion of stimuli, I differentiated between 'activating' and 'passivating' stimuli and suggested the following formulation: 'the more 'passivating' a stimulus is, the more frequently it must be changed in tensity and/or in kind; the more 'activating' it is, the longer it retains its stimulating quality and the less necessary is change in intensity and content.' The fifth and most important factor lies in the change in social character that has occurred during the past century and a half, i.e., from the 'hoarding' to the 'marketing' character. While the change does not do away with the having orientation, it does modify it considerably.