Want To Remake Marketing? Watch The River Flow.

Adrian Ho of Zeus Jones is a planner, a.k.a. one who thinks deep thoughts, and increasingly shares them via the interwebs.

As postmodernism tore apart the traditional hierarchies and relationships I had been brought up with, I felt a strong need to create new ones. To tie things back together into a new story, to help make sense of the world again.
I think this sense of feeling adrift was quite widespread. One of the books that I felt captured this phenomenon very accurately was The Protean Self. I haven’t read it for a long time, but the main thesis was that one reason for the resiliency of humans is our ability to become very fluid and adapt to “dislocations” by re-creating ourselves rather than by trying to recreate our world.
Rather than attempting to weave together a new story or structure to explain the world, I think we have all become more adaptable, more fluid and less concerned with structure and hierarchy. This is one of the defining characteristics of Generation Y and it has led to the mashup culture that we all experience today.
Marketing has created more meaningless structures than most disciplines in its attempt to disguise what is essentially a creative discipline as a “scientific” one. To me progress starts by tearing these apart and allowing the relationships between the various concepts we use to be more fluid and more dynamic.

I’m trying to think what this means in a practical sense. Does it mean copywriters are now free to write plans and planners are free to write copy? I suppose. There must be thousands of applications for this new and improved fluidity.

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About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Disc golfer. Fan of Kurt Vonnegut, community radio and wolves in the wild. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp.

  • http://zeusjones.blogspot.com Adrian Ho

    Embarrassing, like seeing yourself in a picture and realising you look fat…

  • http://adpulp.com David Burn

    Hi Adrian. Didn’t mean to embarrass you. Just having some fun with the heavy matter we all must lift if we are to see the path before us clearly.

  • http://zeusjones.blogspot.com Adrian Ho

    uggh it just gets worse, thanks David ;)

  • veedub

    zeusjones has been pumping out some seriously heavy thinking for a while now.
    and they were the first ones to have the non-website website. they were way ahead of modernista! on that one. but didn’t feel they had to make a big deal out it apparently.