Monday, August 13, 2012

the adoption paradigm

The old paradigm was 'targeting' - the new paradigm is 'adoption'.

To those for whom the message relevant, it's all good.

They adopt, then then they tell everyone else.

It's a simple equation.

My friend Harshal Gajria pointed me to this ad for the Mumbai Mirror newspaper - 'I am Mumbai' - and we wondered if perhaps all this pro-social, cultural critique, emotional advertising is getting too much.

In the old paradigm one would possiblly answer 'yes'.

In the new paradigm we can summise that - in fact - it's the only way.

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