The latest installment in the Converse 'create culture so you don't have to pay to interrupt it' branded content strategy.
'Desire' is the track, featuring Graham Coxon of Blur, Paloma Faith and ex-The Coral guitarist Bill Ryder-Jones.
It rocks.
This is an hour or so long but the Converse/Anomaly bit in the first half is the most interesting.
Most notable is Paul Graham from Anomaly's observation.
'If you create culture you don't have to pay to interrupt it'.
A bold claim, culture is complex and multi-layered, but without doubt the Converse/Anomaly strategy of creating actual value first and foremost certainly situates the brand within culture and provides cultural artefacts.
Another way of saying; If you decide to be the thing that people are interested in, then YOU [brand] are targeted by THEM [fans/customers].
And, in an unprecedented second Doddsy quotation in 48 hrs;
'Think of your product/service as the customer's target and your marketing as a way of perfecting their aim.'
