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roger warner

Nicely put again James.... the point you make about making people feel good and smart (rather than bribed) as part of the exchange is really interesting. I think that's why ads don't work so well here in Blighty as they do in other parts of the world where the bargain is a bit more playful. We're forever on the lookout for the snag, and hate to feel belittled. Whereas smart advertising (gift or otherwise) is done knowlingly on both sides...

James Cherkoff

Thanks Roger. Interesting what you say about people feeling belittled by advertising. Anyone else think that's true?

Rich Benson

Personally I don't feel belittled by advertising. But I do find most of it quite desperate and lazy.

And I get the feeling that 90% of brands aren't even aware that there are other ways, let alone proficient in their use.

James Cherkoff

Mmmmm, belittling, desperate and lazy. Not exactly attractive qualities. So which brands do know how to get the beers in?

Rich Benson

The fact that it is so difficult to answer this question says a lot.

And the issues you highlight above were exactly the motivation for our current project. We wanted to provide a b2b service which promotes generosity and imagination rather than advertising budget and "shoutiness" (made up word).

We want to encouraging people to "get the beers in" first, in order to gain the long term benefits outlined in your post James...

James Cherkoff

Shoutiness is an excellent word. And good luck with bizual - anything that reduces said shoutiness must be encouraged.


Interesting post. The thing about the gift economy, as you term it, (and free culture in general) is that in the world of the rational consumer, it doesn't work. And unfortunately (or fortunately if you create competitive advantage for a living) most brand owners (certainly in the music industry) are still doggedly following their yellow brick road to the fictional land of the rational consumer.

The gift economy, free culture, experiential marketing and customer engagement are all P2P concepts. These concepts simply don't fit most current brands. Most big brands and legacy agencies are desperately scrabbling around to save themselves with new creative concepts and marcoms strategies. What is needed is a more fundamental look at brand architecture.

James Cherkoff

Well put Rory. I suppose the problem is that these 'concepts' like P2P are increasingly the way people actually lead their lives. So big brands and legacy agencies have to come to terms with them - even if it does mean dropping jumping off the yellow brick road. After all, we're not in Kansas anymore...


I agree with Rich- Most of marketing is lazy and desperate- Look at the Go Compare advert!

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