MURKETING

Gen Y and mass brands: Made for each other?

I’m not a huge fan of generation-based generalization, or people who make a living from such generalizations, but I couldn’t help but be intrigued by an assertion by Neil “Millenials” Howe in a recent Q&A with Brandweek. Here’s the bit, with the key parts bolded:

I think that millennials are capable of regenerating the whole notion of the big brand. The idea of the big brand went into decline with the Gen Xers and certainly during the late boomer period. Gen X was a generation that didn’t even want to be thought of as a generation, and it had a lot of little niches. There was never a Top 40 group of songs everyone listened to, and the generation is spread out in terms of wealth. They were cynical toward anything that was big, and this gave rise to niche and viral marketing. The whole concept of the Long Tail is perfectly designed for Gen X.

With millennials you’re returning to the fatter portion of the bell curve. This is a generation that wants to feel that they do have a center of gravity. So you’ll see the emergence of huge brands with this generation. Look at [what happened with] Harry Potter. Think of the idea of the big brand as being a dimension of the return to community.

I’m not sure if I agree, but it’s refreshing to encounter an angle on the mass-vs.-niche discussion that isn’t just about technology. It’s undeniable that technology has fractioned the marketplace, and will presumably continue to do so – but culture is affected by other factors, too. Possibly this is one of them.

What do you think?

Shyness or marketing strategy?

Recently I did a Q&A with GoodReads, for its newsletter. I enjoyed this one because it included a few questions very different from those I’m usually asked. Like this:

Q: Despite having multiple websites and a weekly column all jam-packed with your writing and ideas, a publicity headshot is nowhere to be found. Your readers also have to dig pretty deep to find any kind of biographical information. You don’t include anything like the “I grew up here and had these formative experiences” bio that is so common on writer sites. Are you shy or is this all part of a larger scheme of marketing yourself as a writer?

Here’s the whole Q&A.

(** As mentioned earlier, I’ll be answering questions (or criticisms, or whatever) from anybody who joins this GoodReads discussion group and chimes in. That’s August 11-24, but you can join and post questions or make comments anytime.)

Noted: Kalin’s new Etsy role

Oh, and I meant to mention this earlier: Robert Kalin, who you may recall from the Handmade 2.0 article (and/or from Buying In), has moved from CEO to chairman and Chief Creative Officer at Etsy.

This comes around six months earlier than I  might have guessed, but I don’t think it’s a surprise — and I suspect it’s a good thing for all concerned. It’s certainly not unusual for a founder to conclude that s/he doesn’t really want to remain CEO as a startup grows. But very often coming to that realization takes too long — or, worse, never comes, and the person is forced out.

I don’t know anything about Maria Thomas, the new CEO. So with that significant caveat, I would guess this is a good thing for the company, and for Kalin as well. (I haven’t talked to him or anybody at Etsy about this. If I do and hear anything interesting, will pass it along.)

Here’s the NYT item about it, including Kalin’s nail-polish choice for making the announcement. Earlier Silicon Alley Insider item here. Etsy VC backer here; Kalin post here.

The apparently-hot brand that was news to me

Before seeing this Business Week item, I had never heard of “TapouT, the apparel outfit that sets fashion rules for the up-and-coming sport of mixed martial arts (MMA).”

TapouT [is] an unlikely TV hit—the second season begins on cable’s Versus on July 30—but has helped catapult the company into an impressive lifestyle brand leveraging the red-hot interest in MMA.

My reaction to this was: What? Not only have not heard of the brand, or the show, I’ve never even heard of that cable network.

And interest in “mixed martial arts” is “red-hot”? Really?

Well, I guess so. The brand claims to have had sales of $25 million last year, and supposedly will approach $100 million this year. Here’s their online store. The general aesthetic is sort of like a wearable MySpace page.

So was I just totally out of it on this one? Did you already know? Are you a fan?

Hyperquick update on those Nike ‘Hyperdunk’ ads

The ones mentioned here on AntiFriday, I mean. Apparently Nike announced on Friday it’s pulling the plug on that campaign. Mere hours after the Murketing post! Coincidence? Well, probably. Okay, okay: almost certainly. Anyway, via AdFreak.

Q&A: Amy Jo

As I’ve mentioned before, the one indulgence I allowed myself in the promotion of Buying In was the decision to commission a few promotional posters. This was totally impractical, but for me it was a chance to work with some really great creators whose work I had silently admired from afar. One of those creators is Amy Jo, who I commissioned to make a poster for an event in Boston (see below). I was, obviously, thrilled with the results.

I have a bad memory for this sort of thing, so I don’t recall exactly where I first encountered her work. But what had struck me was her range as a designer, and of course how much I liked just looking at the images she came up with. Aside from posters for bands from the Black Keys to Joan Jett, she does pretty much any kind of design work you can think of. (Many of her screenprinted posters are for sale, as are some of her art prints, like the one above.) I also hoped I could get the Minneapolis-based Amy Jo to participate in Q&A here on Murketing.com. (Earlier: Q&A with F2 Design, which did the other Buying In poster I’ve commissioned so far.)

Happily, she agreed. Below, she talks about the positive effects of gigposters.com, when to turn down work, her Etsy store(s), the upside of having health insurance and paid-vacation time, and where to find musical inspiration when all else fails. Here goes:

Q: I guess that I’m assuming that a majority of your business comes from making rock posters. Has the rise of Gigposters.com and the onslaught of poster-makers of varying backgrounds promoting their work the net and so on been a problem, or has the Web been mostly a good thing?

A: That is exactly right on. The majority of what I do is rock posters, which draws in clients to inquire about other types of design work. More posters: festival posters, film posters, beer posters, and a book poster(!), just to name a few. I also design album/cd artwork, merchandise design, wedding invitations, wine labels, logos, business cards, etc. pretty much anything that needs to be designed, I can probably try do it.

Gigposters.com has been a huge boon to the recent rise of the poster. What’s great about gigposters is the core community… there are a ton of great (some even legendary) poster designers, a wealth of information, and great inspiration to draw from there. Some of my closest pals are people that I have met through gigposters.com, and I am lucky enough to get to travel around and enjoy their company at most of the Flatstock poster conventions. Read more

My mistakes

So far, I’m aware of two factual errors in Buying In.

1. On page 21, I say that Ed Templeton was born in 1973. In fact, he was born in 1972.

2. On page 211, I quote something written by “Peter Franchese.” In fact, his name is Peter Francese.

I guess it’s a cliché to say, “I regret the errors.” But I really, really do. My apologies to Mr. Templeton, and Mr. Francese.

I’ll be adding a link to this post (which I’ll update as needed) to the book’s page on this site, under the heading “Corrections.”

If you know of other factual errors such as these, please let me know.

Thanks.

Flickr Interlude

scared, originally uploaded by thisisp.

In The New York Times Magazine: Coupons.com

SILICON CLIPS:
During an economic downturn, the coupon finds a new life online.

This week in Consumed: new life for the venerable coupon.

Coupon redemption has been falling steadily for more than a decade — until, it turns out, relatively recently. Of course, it’s the sluggish economy that’s inspiring this return to thriftiness — along with a newer digital iteration of coupon culture.

Read the column in the July 27, 2008 issue of The New York Times Magazine, or here.

Consumed archive is here, and FAQ is here. Consumed Facebook page is here.

Imaginary Brand News: Genco Pura

Here at Murketing HQ, we’re particularly fond of one of the newer offerings from Last Exit To Nowhere (a November 17, 2007, Consumed subject).

This time around the imaginary brand is Genco Pura, “the finest Sicilian olive oil.” As you may know, this is a business formed by Mr. Vito Corleone — although it turned out that he had an number of, you know, other interests.

There’s a “continental ladies fitted” version as well.

How can you refuse?