While watching the movie, Inglorious Basters, a very interesting quote made me pause the film and write about it.
The setup of the scene is that the Hitler has sent Colonel Herr to look for Jews in France. He has been given this job because he doesnt think like a German, but as a Jew, so he knows exactly where and how to look for them. He stars off the scene by saying, "if I thought like a German I would look in the attic, the closets, etc..." But...
"because I'm aware what tremendous feats human beings are capable of once they abandon dignity"
How true does this quote ring to you? Have you (or someone you know) gone through the impossible, improbable to evade or achieve something?
Putting this quote into a marketing/advertising perspective, all that comes to mind is that consumers are willing to go the extra mile with what they have. There is a saying, that I really dont know if it translates to English, "Nadie es indispensable" - "Nobody is indispensable" or another way to put it "Everyone is disposable" (of course not literally, or at least I dont mean it that way).
My final thought is the following, we like to think that we (our brands, ourselves and our products) are indispensable in a consumer's life, but the reality is, we are NOT! So as we keep thinking about 2010, and how to market to the disposable consumer (by this I mean the consumers that are willing to change brands because of necessity, their loyalty is to themselves, their wallet and their family) we need to consider what matters to him for as the colonel said "once they abandon dignity," I will add, within in their household nobody really sees, so dignity of certain product usage can stay within 4 walls.
The setup of the scene is that the Hitler has sent Colonel Herr to look for Jews in France. He has been given this job because he doesnt think like a German, but as a Jew, so he knows exactly where and how to look for them. He stars off the scene by saying, "if I thought like a German I would look in the attic, the closets, etc..." But...
"because I'm aware what tremendous feats human beings are capable of once they abandon dignity"
How true does this quote ring to you? Have you (or someone you know) gone through the impossible, improbable to evade or achieve something?
Putting this quote into a marketing/advertising perspective, all that comes to mind is that consumers are willing to go the extra mile with what they have. There is a saying, that I really dont know if it translates to English, "Nadie es indispensable" - "Nobody is indispensable" or another way to put it "Everyone is disposable" (of course not literally, or at least I dont mean it that way).
My final thought is the following, we like to think that we (our brands, ourselves and our products) are indispensable in a consumer's life, but the reality is, we are NOT! So as we keep thinking about 2010, and how to market to the disposable consumer (by this I mean the consumers that are willing to change brands because of necessity, their loyalty is to themselves, their wallet and their family) we need to consider what matters to him for as the colonel said "once they abandon dignity," I will add, within in their household nobody really sees, so dignity of certain product usage can stay within 4 walls.
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