Make Marketing Amateur.
"To me, an amateur photographer is one who is in love with taking pictures, a free soul who can photograph what he likes and who likes what he photographs." Erwin Blumenfeld (Popular Photography 1948)
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A Closed Shave.
You assumed I couldn't write another post about assumptions? This is the beautiful new hybrid razor or azor from King of Shaves that I recently picked up from their promotional bus. It's a company seeking to shake up a category and, as I am already a great fan of their shaving oil, I was intrigued to see if their promise that one could Shave Close, Longer, For Less would stand up. It did, but sadly it would force me to have a goatee, because I found all those areas that a goatee and moustache cover quite impossible to shave. However, they're definitely onto something because shaving the rest of my face with long smooth strokes was a revelation. Fast, soft and incredibly close. I'm not sure if my experience is typical, but if I shaved my legs I know what razor I'd use. If I'm right, I wonder if they'll start to think beyond their original assumptions and exploit another market in line with what the product does, rather than what they intended it to do. Many
Keeping It Real.
Speaking of the logo that artists designed for his new album, Nick Cave makes an interesting observation. “The wires are telling you: somebody built this thing. It's the same reason we tend to use the first or second take of a song rather than the third or fourth. They may not be perfect, but they capture some sort of essence.” Would your customers recognise your product/service as being made by someone, but not "perfected" to the point of sanitisation?
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