Just realized today that agent provocateur and wise man of PR, Richard Laermer (in collaboration with Mark Simmons) published a second opus under the gentle title of Punk Marketing (Harper Collins).
Here is a quick snapshot in their own words:
"What do you need? Cavity protection, long-lasting fresh breath, tartar control, false teeth bath? Let them find your match. It’s brilliant, right… Or is that quite brilliant and good for partially fresh breath? Gosh, even if you made a part-time job out of reading through all that production knowledge you would still end up making one choice and feeling like you sacrificed something.
Most people haven’t got time to stand at the supermarket shelves staring at hundreds of different choices and certainly don’t have the will to seek out the information on a corporate site (and if they do we want to avoid you at a party). We would personally rather use twigs to clean our teeth and spend the time saved rearranging a sock drawer."
These fellows remind us that shopping, choosing products and deciphering what they stand for can indeed be a challenge.
Back to keep it simple… I guess!
Our own ‘punk’ connection to marketing: Everybody’s happy nowadays, Buzzcocks and the AARP