OK I must be the last one in the world to put all the pieces together.
We've all been blogging and writing presentations and brand models that unpack, deconstruct and reassemble Innocent in the minutest detail.
But I think there's a new kid on the block. One that doesn't have a planning guru (that I know of) at the helm, but a brand that really gets the new world of marketing.
And it's Penguin.
I've just received the Clay Shirky book to review and blog - (thanks Rachelc for the image) and in so doing, the distributed web presence created by this marketing tactic becomes a living case study for the book's main tenets.
But it's all the other stuff, separate but coherent that makes it pure planning gold. They just do all the stuff we spend our lives trying to persuade 'brand' marketers to do.
I think all my digital strategies are going to look a little bit like this in future.
3 comments:
They've been doing a lot over the last year or so - take a look at this list,
http://www.behindthebuzz.com/loving-penguin-books/
Good stuff. That's my next presentation sorted, then. I really am the last one to the party. Would you mind if I used your Flickr shot on the post?
jeremy ettinghausen is one of the biggest driving forces behind penguin's comms approach - but totally agree it is spot-on
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