Brand As A System

Today the Duncan Watts theroy of the tipping point being toast came up in conversation, and reminded me of how much I believe in the concept. Good old mass marketing to a system v. targeted viral stuff Gladwell speaks of in his Tipping Point.

There is no longer one point [or person] of entry. Marketers need to understand the system and every mechanism used within that system to start a conversation. There is no more hipster bohemian trendsetter to talk to, get over it.

“A rare bunch of cool people just don’t have that power. And when you test the way marketers say the world works, it falls apart. There’s no there there.” -Duncan Watts