Marketing: Humble Is The New Black

This was well-stated on a recent CNBC program.

http://www.cnbc.com/id/27294922

Everything has changed in 45 days. We know this -- but the mere fact that we all know this now, so quickly -- indicates that we really have little idea as to the degree that everything has changed. Often, social changes that come this fast are BIG. (Consider December 8, 1941, where across the country, everywhere, men and women stood in line the very next day after Pearl Harbor to enlist.) Things have now changed more than we can comprehend, and younger marketers, who have only known a world of newer, faster and stronger up to this point, are caught like deer in headlights (and they may not even realize it yet). The American Dream is now at risk, we feel it, and there is no more room for unnecesary weight. (Think October was just an economic bump in the road? Think again. Ask someone with kids how their outlook has just changed for the future.)

We all know that much of what was ‘in’ is now ‘out.’ We can rattle off categories (e.g. automotive, food, clothing, retail stores, wine, etc.), and think about the brands, and think about the changes in brand leadership that will likely follow – feel free to share and post some of those thoughts here. The changes run far deeper than just over-simplified changes in brand leadership. Values have profoundly changed. It’s ironic, how fashion and politics have so closely followed the 70’s as of late, but only those who actually experienced the significant recession of 72-74 will understand how we are now also headed back to some of those core consumer and family values (beyond fashion and politics). Remember the ugly, boxy, Chrysler ‘K’ car? Why was anything like that ever so popular??? Pull up a chair.

Here’s a clue. Not only will there be a shift away from admiration for having the latest, newest, coolest thing, there will even be some growing social disdain for it. Even how you spend your time will receive scrutiny. Suddenly, every activity, every purchase will be quietly subject to tests of being frivolous, naïve or undeserved. It's a little less cool to share all the places in the world to where you may of traveled, when the person standing next to you may be worried about their job and foreclosure on their home. You get the idea. This may also create some shake-out within emerging areas of technology: Truly valued-added? Pass. Novelty? Fail. This would have happened over years anyway, but the shake-out may be ultra-fast now.

As for marketing, here’s food for thought: It will be interesting to see how some of the newly-minted youngster marketing folks do during this coming severe recession, as many were only in school during the last national recession in 91-93 (the tragedy of 9/11 hurt the local NYC economy, and the slow-down of 01-02 was really only more of an industry-specific Tech bubble contraction than anything else) ...this time, every angle in the marketing world has just changed 180*, with values and brand structures now significantly altered, and only veteran marketing and advertising leaders have seen and made these adjustments before...