How does she want it ?

Marketing communication’s primary purpose is gradually moving away from just producing things, like ads, press releases, and brochures.

The trend now is “what can organizations do to help people understand them and their products in ways that are meaningful to the people?”

Our communications has over the years been tasteless and sounds like official speeches that have failed to deliver on loyalty and margins.

We’ve continued to live in isolation while crafting our brand messages. No connection with what is happening in our environment, no conversation created. We have deviated from the sage’s (Ogilvy) advice, “The consumer is not a moron, she is your wife”.

Two ways to create meaning, and inspire conversation is to continually listen to customers and make it easy and interesting for them to talk about ideas, issues, and points of view.

Ideas and issue that are generated from consumers perspective tends to easily involve the consumer. It’s like bringing to the front burner what their inner issues and conversation are; I prefer to call this idea generating model, “The explosive demand generated idea” model.

This is one model that has successfully engaged users and moved buzz beyond the ordinary. In its simplest explanation, “it is giving back to the community, what they have requested for”.

The Barack Obama US-presidential Campaign idea is one that clearly shows this model. The 2006 election was clearly the beginning of the "change craze" in Washington and Obama's message seems to have connected with this faction of the voting public, with his “Yes We can” idea motivating them to check up the product, an idea that has dramatically involved the youth targets unlike any other political campaign in the US, it’s something completely different from what young people are used to and that's exciting for everybody and really, change sure seem pretty hip with the kids these days.

Obama provides that message of hope. His, is a strong idea for a better tomorrow which resonates with the inner yearnings of the people of America across board, and on top of that he has also made the idea successfully easier to talk about by involving celebrities to buy and showcase his product. With Big O,the Kennedy Clan, endorsing him, the hope of becoming the first black president with successful brands like the Clintons trailing behind is almost impossible.

it is therefore left to us as marketers to either re-invent the marriage commitment and experience an explosive romance or risk a divorce.