WeAreNotConsumers

Hello.
I work in marketing. Like every other business, people in marketing talk about how much everything has changed, how the old models no longer apply. Every few weeks there's a new revolutionary theory, a new book released, a new 'idea'. There's lots of talk about change, evolution, revolution. New agencies launch with 'new' ways of doing things.

But we still use the same language. People are still described en masse as 'consumers'. People still talk about 'above the line' and 'below the line', concepts that were meaningless to begin with (apparently literally stemming from their position on the media plan - other answers welcome). I started in an 'ATL' agency, we're now 'integrated', whatever that really means. Sounds vaguely painful.

This blog is about re-defining the language of marketing, because language shapes thinking. If we don't break free of old language and definitions, we'll still think the same way. It's intended to be an on going argument. I will be wrong all the time, and so will everybody else. Sometimes we might come to something we agree on.

Tom