Great Marketers Are Culturematics At Heart
I’m a massive fan of American culture.
As a kid growing up in a small town in Essex on the edge of London, I started to develop a taste for everything American: the brilliantly funny Flintstones and Top Cat; the wacky ‘60s Batman with Adam West and Burt Ward ; the surreal and wonderful world of Star Trek, then the remarkable Lou Grant with Ed Asner; the wonderful drama The Paper Chase set at Harvard Law School and the gritty Hill Street Blues – by which time my parents rented a color TV and I realised the Starsky & Hutch Ford Gran Torino was red, not grey.
I think great marketers are Culturematics at heart.
The term was coined by American social anthropologist Grant McCracken, who subtitled the book of the same name as ‘How Reality TV, John Cheever, a Pie Lab, Julia Child, Fantasy Football, Burning Man, the Ford Fiesta Movement, Rube Goldberg, NFL Films, Wordle, Two and Half Men, a 10,000-Year Symphony and ROFLCon Memes Will Help You Create and Execute Breakthrough Ideas.’
OK, you get it?
At the centre of the mind of a Culturematic are an unconnected series of tiny explosions of pop culture, which Grant McCracken likes to call “experiments.” These are any of things that I mentioned at the top of this blog or indeed reside in the subtitle of McCracken’s book as well as inside your head!
A recent example is the tweets by U.S. futurologist Bud Caddell who pretended to be a member of the mailroom in the smash TV show Mad Men. It’s quirky and brilliant and it made Bud Caddell part of the Mad Men franchise and an internet star at the same time, although it had absolutely nothing to do with the producers of the show.
In a sense Bud Caddell, Grant McCracken and many other innovative thinkers are on a journey that helps to unravel cultural meaning that we didn’t know existed. For marketers, it’s about creating economic value that we hadn’t glimpsed.
It explains in part why I conceived The Guru character of the Guru in a Bottle Series of sales, marketing and law books, and why we’re now working on turning The Guru into a series of animated cartoons. We want to make online compliance training fun!
At first glance this sounds a bit counter-intuitive and playful.
But we believe there’s a serious business on the back of it. Playful things are where extraordinary opportunities for the discovery of value exist in today’s global economy.
We want to break the rules of product innovation in online legal compliance training by taking a cartoon approach.
Culturematics tend to discover domains and product categories that nobody else knows exist. This can capture a lion’s share of value before the competition comes around the corner.
It’s why I’m a big fan of Unilever. I recently had the honour to have dinner with a group of fellow marketers from my Livery Company in the City of London with Keith Weed, the Chief Marketing and Communications Officer for Unilever, responsible for a budget in excess of $3bn!
He spoke passionately about the success of Unilever as the producer, not just of new products, but of new product categories, and where sustainability sits at the heart of its future global success. Innovation runs through the veins of this company and isn’t restricted to ‘innovation hubs’ or behind closed doors.
Innovation can also be completely unexpected and unplanned. Twitter is a good case in point.
When it was originally conceived, Biz Stone and colleagues thought they were inventing something that would enable ambulance drivers to communicate with one another in the hospital in emergency situations. That was the point of the small bursts of data. They’d no idea that a larger – a much, much larger community – would want access to these tiny bursts of communication!
Grant McCracken sums this up perfectly: “I think that’s why some of these Culturematics are so completely unpredictable. They don’t come from a corporate mentality. They don’t come from a hipster mentality. They’re just the free-play of creativity as people take on the new opportunities to create, express and disseminate their ideas.”
Ardi Kolah is author of The Art of Influencing and Selling published by Kogan Page. Order your copy today and get a 30% discount by adding the code VOCUS30 on check-out.
Image: Fred Seibert (Creative Commons)
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