reading list

We Do Weird Marketing

In this interview with Seth Godin, in promotion of his 300th book We Are All Weird, Seth does a great job of explaining why Rebel Industries exists (thanks, Seth!).

Weird means people who are embracing individuality instead of working hard to fit in.

He goes on to say that the world is splitting into two groups: one that wants everyone to stay the same, and another that encourages individuality, tribal behavior, and weirdness.

Clearly, the tides of change favor the latter group, and this is the group that Rebel serves. We market to the gamers, music fiends, tuners, foodies, art enthusiasts, social media mavens, and others who define themselves by the things that make them "weird." We understand what makes these people special, and what makes them tick. And we know what it means to brands who make products and deliver experiences that these people want.

What about you? What makes you weird? What tribes do you belong to? And what brands are doing a good job of appealing to your weirdness?

Monocle Magazine

Print is dead.

What that really means is that the old print magazine business is dead. You remember: Print a ton of copies and stack them high on magazine stands. Try to sell half of them (a sell-through rate of 50% was considered great) for dirt cheap (12 issues for only $10!). Fill each copy with no fewer than seven (7) subscription cards, some bound in and some loose so they would fall out onto the floor to beg the reader's attention. Oh, and don't forget the big celebrity photo on the cover, with another big celebrity in a bubble near the top. And use orange (or some other color du jour) on the cover. And the single-copy price has to end in $.95. Those are scientifically proven to increase circulation.

Yeah, that business is dead.

You know what isn't dead? Making a great product for an audience who cares and charging money for it.

The guys at Monocle get this. The British magazine blends crosses several different categories, as the site describes: "a global briefing covering international affairs, business, culture and design."

It's well written and well designed. And the content is interesting. But Monocle is much more than that. There are shops in London, Los Angeles, Tokyo, and Hong Kong that sell exclusive products from small home furnishings to bikes and clothing. There are events available only to subscribers.

In other words, there's a complete brand experience.

The best part: a year's subscription is $117 (75 pounds). They're not begging you to pick them up with two issues FREE! They're making a good product and charging real money for it.

That may not be the future of print, but it may be the future of business.

Who's Buying Online // Reading for Rebels

If you're in the business of selling stuff online, or advertising stuff online, you have to watch this video.

Here Guy Kawasaki walks four young people and Anastasia Goodstein through a series of questions about their actual online behaviors and what they think their behaviors might be, to answer the question: "Will anyone pay for anything?"

The simple answer is no, with a couple exceptions. And then Anastasia shared some study data that seems pretty disconnected from reality. Without spoiling the plot completely, these kids suggest that most of your efforts to sell and market online are probably for naught.

They also offer a little bit of insight into what they do value, which is stuff they're already into, and how to get them to pay up, which is to build something incredible (X-Box Live).

Okay, let's assume the four thieves on stay with Guy don't represent all of Gen Y. But if your job is to market to Gen Y, wouldn't you want to find out for certain just how accurate a picture they paint? Are you still relying on syndicated studies that give you generic answers, or are you really getting to know your audience for real?

Marketing Playlist for Wk Ending 9.11 // Reading for Rebels

Picture-41-300x189The latest installment of what we're reading: Yahoo to launch massive new marketing campaign next week - All Things Digital Pretty much a guarantee we'll have an opinion on this once it's launched.

Balancing brand identity and personal identity - Brand Channel An interesting question with a lot of interesting comments - how do companies protect their brand identity when employees use social networking to talk about the brand, while not conflicting with personal identity of employees. 5 new myths about social networking - Influential Marketing Blog We like these - including nope, you don't need someone 24/7 to handle your social networking.

101 tips from 50 business bloggers - Open Forum A ton of useful info on planning, financial management, growing your business and more. Take a minute and learn from these folks, we did.

Marketing Playlist for Wk Ending 8.28 // Reading for Rebels

Picture-41-300x189What we think you should be reading: Who Exactly is Your Competition? - Influential Marketing Blog Don't make the mistake of thinking your competition is just those that do or make the same thing you do. This post talks about Location, Emotion and Experience competition.

Interviewing a Job Applicant - Seth Godin We've got a few friends that have landed new gigs lately, so thought this post might prove useful for those of you on the other side of the desk. Here are some great insights from Mr. Godin on how to interview applicants right... and not waste time.

Ikea Really Did It - Fast Company We've all heard (and seen) the hubbub around Ikea switching to the dreaded Verdana font. Fast Company features some other fonts that seem to spark anger. Can't we all just get along?

Half of You Connect with Brands - Mashable Mashable discusses eMarketers report which says - yes, people are connecting with brands through the use of social media. Um, we know. But, it's always nice to see a report.