9 INCH Manifesto
I started to watch the HBO miniseries ‘John Adams’ this weekend. Three words describe it: TRE MEN DOUS. Put it on your Netflix. Here is a look at the full length trailer:
I was inspired when I watched how the Declaration of Independence came together. I decided to pen a 9 INCH Manifesto.
A manifesto simply defined is a public declaration of principles and intentions.
Marketers need to take an integrated ‘sensory’ approach to win over the minds and ultimately the hearts of their target audience.
The average distance between the stem of the brain and the strings of the heart is 9 inches. This is undoubtedly the longest and hardest journey for any marketer. The end game of any marketing effort is to win the heart of your target consumer. An effective integrated ’sensory’ approach to marketing can create attention, interest, desire and ultimately action.
Today’s Lagniappe - Backstory of the Declaration of Independence
Probably the most quoted line from the Declaration of Independence is:
We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty and the pursuit of Happiness.
The interesting backstory on the drafting is that Thomas Jefferson originally had ‘sacred and undeniable’ in the place of ‘self evident’. Ben Franklin convinced Adams, Jefferson and the rest of the drafting committee that ‘self evident’ was more appropriate.
The goal of marketing is to capture the mind and ultimately conquer the heart of your target audience.
The aim of 9 INCH MARKETING is to examine that journey. We'll explore 'how to' bridge the gap between traditional and social media by taking a sensory approach to integrated marketing.
Good call on John Adams. He was an incredible person, the mad scientist of our democracy. His words are behind the music of so many of our iconic proclamations. The diversity of thought and approach from his friends and enemies is a great example of collaboration in action. Furthermore, hat makes this fabulous mini-series so incredible is that those in the middle of it have no idea as to how it all turns out.
I’m with you here Stan as it relates to an ‘integrated’ approach. I believe marketers need to create a Deeply Immersive Narrative Universe (DINU). Short verion: Create an environment for your brand where consumers or event 3rd party companies can build upon your foundation. Make your ‘world’ expansive and give others opportunities to create a richer brand experience.
Long version: http://eyecube.wordpress.com/dinu/