From Ageless Marketing:
Ageless marketing, masterfully executed by New Balance and Harley-Davidson, extends a brand’s reach across generational divides by mirroring universal values rather than age specific values.
It clicks with me that marketing could be effective and authentic by resonating with deeply held core values shared by all humans -- a kind of "highest" common denominator approach.
So what are universal values?
Well, it's not just because I'm reading Lovemarks (btw, my review within next 10 days at 800-CEO-READ blog), but I think love with the capital L is a pretty universal value. Everything else one yearns for really stems from Love (I'm talking more broadly than romantic love in case it's not obvious)...compassion, respect, empathy, kindness, sharing, giving, joy, bonding, awe, reverence, peace, passion...
I noticed a year or so ago at the O'Reilly Emerging Technology Conference that one of the themes centered around the 'social' -- connecting and collaborating with other people. Then at this year's ETech conference, there was a noticable addition of 'emotion' themes...evoking emotion is the name of the game. Maybe, by next year, we'll just be more direct and go straight to the biggie, 'love'.
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