Less-is-more manifesto
You must be familiar with the argument by now. It’s the one about media fragmentation, message bombardment, cost and waste. In short, it’s about the failure of mass marketing. If you’ve missed it, where have you been? You’ve not been listening to the likes of Seth Godin, the Cluetrain authors or Al and Laura Ries. Even marketing academics such as Philips Kotler and Kitchen have been joining the chorus.
Add to this Punk Marketing, written by Richard Laermer (author of Full Frontal PR) and Mark Simmons (a British marketing consultant who lives in Los Angeles and who is - disclosure - my brother-in-law and the source of my review copy).
This manifesto for revolutionary marketing is an assault on the large and the predictable and a plea to replace it with the smart and the tailored. So punk marketing is defined as ‘a new form of marketing that rejects the status quo and recognizes the shift in power from corporations to consumers.’