Hugh, the same smart (and yes, deparaved) brain who offered up wise words on how to be creative, has updated his “Hughtrain Manifesto.”

Pithy wisdom and plenty of funny, interesting (and sometimes shocking) illustrations. But here’s the thing that matters, and it’s right in the subtitle: “The market for something to believe in is infinite.”

Not marketing as ROI. Not marketing as strategicparadigmcustomerrelationship. Marketing as an interface to transformational — and ultimately spiritual — experience.

No, that doesn’t make us priests or shamans. However, if you drink this particular Kool-Aid (and I recommend at least a sip), then you come away understanding the power of statements like this:

A brand is a place, not a thing: Media is not ‘entertainment’ or ‘information’. Media is an interface. Interface implies action. For example, I leave Buzzmachine [my favorite website] more switched on than when I entered. So for me, there’s an actual kinetic quality about visiting there. The same should be true (but mostly isn’t) for ABC, CBS, The NYT, Nickelodeon, MTV etc etc. I want the benefit of interacting with any given media brand I use to be more flamingly obvious, less vague and elitist. And this applies to non-media brands, as well. For example:-By interacting with Gerber Baby Food, she becomes a better-informed mom.

-By interacting with The Wall Street Journal, she becomes more tuned into the world of capitalism.

-By interacting with Apple, she brings her entrepreneurial dreams closer to reality.

-By interacting with McDonald’s, her busy schedule is made slightly easier by avoiding a lot of fuss over lunch.

-By interacting with Ralston Purina, she becomes more attached to her canine friend.

-By interacting with your brand, she becomes…??????

It’s all about “smarter conversations.” It doesn’t matter what the industry is, what matters is that the soul is engaged.

The question is, how do you engage souls? Lots of folks are nibbling around the edges of this online:

• Tell a story, that treats consumers as both interesting and interested: Over at Brand Autopsy, a discussion on what’s next for marketing makes the clear distinction between companies that tell the story (Apple) versus those that make up a story (Burger King). Guess which approach pays off?

• Get beyond mere buying concerns and start focusing on values. Yes, everyone talks — too much and too ineffectually — about values. For an example of a company that’s getting it right, go check out Church of the Customer’s take on Verizon’s new policy regarding wireless number privacy.

There are probably other examples out there; if you come across ‘em I’d love to hear about it.

In the meantime, go read Hugh. Even if you think it’s just more buzzword claptrap, it’s a unique perspective worthy of debate among the branding and marketing illuminati.

Share This