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.
