The Nitty Gritty: Other Agencies That’ve Got Us Thinking

From: Melissa

To: Team

Date: October 27, 2009 5:53:31 PM EST

Subject: Re: Here’s an agency we should look at

Per my last email, what I didn’t fully communicate is that consumers, I think, want to feel they contribute to the inherent necessity of a brand—especially if they’re investing in it. They’ve invested in stocks but not in the actual reasoning or purpose behind the brand’s conceptualized existence, per se. Brands’ longevity is determined by who invests in them. Those investors are the consumers. So, consumers can now, largely due to social networking and rich media, participate in building brands—and they should have that right, especially if they are allocating x-percent of their disposable income to specific brands. The message is no longer derived from an abstract assumption as to why someone should invest in the brand. Consumers can autonomously explain why they need something and why it should exist. They have a cerebral input on brands’ necessity, rather than simply appearing as vehicles of consumption.

For ________ Agency, it seems they’re trying too hard to become the pioneer of crowd sourcing, but not really focusing on the comprehensive sociology of the marketplace. We can only rely on the social networking paradigm to an extent that we’ll actually need to observe consumers’ lifestyles beyond the digital realm.

‘k, that’s my more extensive explanation. :) have a fantab weekend, everyone!

-melissa