Marketing

The Alternate Rendition Economy

Fake Helipads. Now, there's a beezer of an idea of mine, with $$$$$'s literally dripping off it in big, bold 96 point font. Actually, the only thing to differentiate a real helipad from a fake would not necessarily be the quality of the artefact itself, more the absence of a helicopter. So, fake isn't the right term. Maybe 'wannabe'.

But, whatever the accurate description is, there's no mistaking the perceived value suggested by such a novel corporate accessory. And that's precisely what makes me certain that if I ever get fired from my current gig, the first thing I'll be buying with my severance pay will be a job lot of expired white paint and a big H stencil.

Fiona and I visited Asia in 2000 and stopped off in Singapore for a few days. It was during this trip that one particularly enterprising taxi driver offered to take us to an 'exclusive' store way off the beaten tourist track which sold the 'best quality fakes' in the whole of Singapore. When we arrived, the fake shop was rather unassuming from the outside but inside was a veritable Aladdin's cave of quality fake merchandise. The face value of their stockholding was probably in the hundreds of thousands of Singaporean dollars, the fake value undeniably in the hundreds of millions.

Apparently their fake Rolexes were the best in town and as such, they commanded a premium over the other fakes I could find in any of the tourist areas. The same went for their fake Armani handbags, their fake Cartier bracelets and so on. The irony was oozing out of the place in 'The Blob' like quantities. This was evidence of an entire fake market ecosystem, complete with fake snobbery value. It was fantastic.

But aside from these obvious or traditional markets for materialsitic counterfiet goods like Rolex watches and the thousands of copies of the latest DVD's and CD's available, is there a market for non lifestyle or non aspirational counterfeit realities like fake helipads?

Again, my fake helipads won't be fake as such, and their owners will get plenty of use and benefit from them, just not the kind of use and benefit other helipads might engender.

And it also leads me to wonder if this subverted, recycled or just plain alternate purpose for a bland utility item such as a helipad - most of which frankly just sit about doing nothing most of the time - is any less legitimate than if it's owner's actual intent was any more genuine?

Not so much a fake economy or even an alternate rendition economy, actually it's more an improvised economy that transmits on such a different frequency, that you'll need to retune your receivers to see it. Better still, I have a great deal on some quality perception receivers just freshly in from my contact in Singapore...

Things I'm Deeply Enamoured Of

This excellent graphical exposition lays out Apple's brilliant business strategy, clearly and concisely.

In itself, it's a strategy I've been raving about ever since I rumbled it a short while after opening my new iPod's box in July last year - I bought an Apple PowerBook last month so, I was right about at least one Windows user.

But I really do think that this is the point to which we'll look back in 5 years and say; that's when the shift started, that's when the 25 year era of Microsoft domination began to fade.

Bad Metaphors I : Bacterial Marketing

They (whoever they happen to be, you know, the secret government people who control everything behind the scenes) should rebrand all forms of SPAM and unsolicited marketing to 'Bacterial Marketing', as opposed to Viral Marketing which is generally speaking, a force for good.

Viral Marketing cannot be treated easily with antibiotics (anti-spam techniques) and viral marketing devices are more communicable than those employed by bacterial marketers, passing more easily between hosts in relatively close contact with each other.

Spammers (bacterial marketers) are always evolving new methods of overcoming anti-spam techniques and this could also be argued to be following the same tracks as so-called bacterial super-bugs. This is actually quite alarming as if it's fair to run these in parallel, one day we'll see technology counter-measure immune superbug marketing ploys which will be very difficult to actively treat.

All spammers long for the day that they develop a viral campaign but, fortunately for us thus far, none of them have acheived this goal. On the other hand, viral marketers whilst being michevious and sometimes naughty, invest more effort and genius creativity in their endeavours.