The frenzy of business creation that’s been burbling in the tech space has trickled down to the marketing arena. A 2.0 marketing company for the 2.0 era, "crayon" will launch in Second Life this week, manned by social media stars like Joe Jaffe, Shel Holtz, Neville Hobson and podcaster C.C. Chapman, among others.
crayon’s motto, according to Jaffe, is: "Conversation and Transformation above Communication." My assumption about this mantra is that the new agency’s principals mean to put The Truth above all else, when advising clients’ approaches to consumers… If a product is in-development, start a dialogue with presumptive end-users and let them guide the design process; let them inform the marketing; turn them into advocates by treating them like adults; arm them with knowledge; listen hard. Market WITH consumers, not AT them.
This ought to be interesting.
Good luck, crayon. Whatever you do, gang, do NOT color inside the lines!
Posted on: October 23, 2006 at 10:47 am By Todd Defren