Skip to content
 

as the marketing world turns

marketing strategy

consumer culture

by Kenneth Rudich

Anyone familiar with the halcyon years of the American industrial revolution will surely appreciate just how dramatically different things are today when it comes to the role of marketing.  

Back then, business revolved around the idea of achieving profitability through mass standardization.  It was about cookie cutter efficiencies and economies of scale; unskilled labor and assembly line construction; few product choices and one-size-fits-all customer care.  It could be labeled inside-out thinking, and perhaps nothing exemplified this formula better than Henry Ford’s rumored quip about the Model T, when he reportedly said, “You can have it in any color as long as it’s black.”  

Of course, people ultimately were given a few more options than that, but the companies themselves tended to replicate the same business model.  There was mass production, with mass marketing and mass distribution, for mass consumption.  Seldom did you see a major player stray far from this heavily trodden path.                          

Though that time period has long since receded from view, it does deserve some credit for keeping the U.S. economy humming along over several decades, and its enormous success — at least in that regard — led not only to the rise of a robust middle class but also a consumer culture.  As it turns out, that same consumer culture — or rather, the maturation of it — is what lies behind the emergence of another, newer, post-industrial age marketing trend. 

In a significant reversal of thinking, today’s single biggest challenge centers on building a memorable brand from an outside-in perspective.  Outside-in thinking attempts to craft a product or service that speaks directly to people’s motives and promises to fulfill them.  And with help from innovative technologies, modular designs, and creative business practices, it has indeed become possible to satisfy needs, desires and tastes unlike ever before.  

This in turn has given birth to the idea of mass customization (almost sounds like an oxymoron, doesn’t it?).  Consider, for example, the stark contrast between Henry Ford’s musing about the Model T and a current tv commercial tag line for a contemporary phone vendor, in which the announcer proclaims, “You don’t need to get a phone, you need a phone that gets you.”  Or another commercial with the claim: “Auto insurance isn’t something you should carry; it’s something that should carry you.”  And then, too, there is the internet itself, with all the countless examples it has to offer. 

Whether you use mass marketing, mass customization, or some combination of the two, the age of the product or service experience is upon us.  How have you tailored your brand to keep it fresh and make it stand out from the crowd?

26 Comments

  1. http://www.rvs101.com says:

    thank you for share!

  2. Mackenzie Hardridge says:

    I was just having a conversation over this I am glad I came across this it cleared some of the questions I had.

  3. Alejandro Booe says:

    I REALLY liked your post and blog! It took me a minute bit to find your site…but I bookmarked it. Would you mind if I posted a link back to your post?

  4. Charlie Pollack says:

    Nice post! You truly have a wonderful way of writing which I find captivating! I will definitely be bookmarking you and returning to your blog. In fact, your post reminded me about a strange thing that happened to me the other day. I’ll tell you about that later…

  5. Araceli Dolfay says:

    Intriguing post. I have been searching for some good resources for solar panels and discovered your blog. Planning to bookmark this one!

  6. Yulanda Teuscher says:

    I’ve just started off a blog, the knowledge you give on this site has aided me extremely. Thank you for all your time & work.

  7. Johnny Paywa says:

    Good! Thank you! I always wanted to write in my site something like that. Can I take part of your post to my blog?

  8. Isreal Goon says:

    Awesome post. I so good to see someone taking the time to share this information

  9. Corliss Orsak says:

    I REALLY liked your post and blog! It took me a minute bit to find your site…but I bookmarked it. Would you mind if I posted a link back to your post?

  10. Adrian Falvo says:

    Great read. Thanks for the info!

  11. Ileana Juenemann says:

    I’ve been checking your blog for a while now, seems like everyday I learn something new :-) Thanks

  12. Joaquin Pov says:

    Nice post! You truly have a wonderful way of writing which I find captivating! I will definitely be bookmarking you and returning to your blog. In fact, your post reminded me about a strange thing that happened to me the other day. I’ll tell you about that later…

  13. Jacquline Youell says:

    Of course, what a great site and informative posts, I will add backlink – bookmark this site? Regards, Reader

  14. Kristel Besares says:

    Thanks for posting. Good to see that not everyone is using RSS feeds to build their blogs ;)

  15. Kenneth Rudich says:

    Glad you liked it. I’m guessing you see some spin potential.

  16. Kenneth Rudich says:

    Thank you for stopping in. Come back again soon.

  17. Angelo Troiano says:

    Thank you for your help!

  18. Kenneth Rudich says:

    At many levels, blogging is certainly a good example of something that is customizable. Including whether you choose to monetize it, and how you’ll generate revenue if you do. I’m in process of thinking this out as I write.

  19. Broderick Figart says:

    Excellent post going over all the ways which blogging can either help make you money by itself or support a business. I am a blogger and love the ability to express myself. Anyway good post.

  20. Kenneth Rudich says:

    Thanks…I’m pretty sure you’re now set up for authorship. And thanks for all the info so far. I’m trying my level best to learn as I go along and I’m poring over a lot of material. There’s a lot to learn, but I think I’ve also learned alot aready as well. Best wishes.

  21. Kenneth Rudich says:

    If you come back, let me know where you differ. I always like to hear other voices. Thanks for stopping by and have a great day.

  22. Content Rewriter says:

    Good post, I can’t say that I agree with everything that was said, but very good information overall. Thanks…

  23. paulgermana says:

    Hey Ken,
    I was hoping you would approve me as an author so that I can post on your blog. I promise to return traffic to your blog in return. I also want to be able to help you quickly learn some things. I know how enthusiastic and motivated you are. In the mean time, click here to learn how to get free and immediate traffic to your blog. Your site is sufficiently set up. Just join Tweetadder at my page and the other products that free to promote. They will give you banner code that you just insert into your sidebar. Just go: “Appearance > Editor > Sidebar (be very cautious with the code in there. If you screw it up, you have to reinstall your Theme, which can cause you to lose modifications you’ve made to your blog. Keep in touch!!!

    Paul Germana

  24. Kenneth Rudich says:

    Thanks…I appreciate the comment. Hope to hear from you again in the future. Have a great day!

  25. white wicker patio furniture says:

    I am not new to blogging and actually appreciate your site. There is much original subject that peaks my interest. I am going to bookmark your internet site and keep checking you out.

Leave a Reply