Marketing Poems
Introduction
David Morris discusses the uses of this medium and offers three marketing poems
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Date: Sat, 4 Mar 2006 22:21:39 -0500
From: "David Morris" <dmorris432@gmail.com>
Three Marketing Poems
Marketing and poetry can be one and the same when each attempts to transfer individual meaning. The difference between current American marketing thinking and the storytelling approach to marketing is that the stories change with us.
The value of this eternal form is in its nonlinearity. Meaning is created to be fluid, valued, and ever changing. Select a poem and ask your students to interpret without any preconditions. It will then become obvious that what we are doing in marketing education is flawed. Marketing is not accounting. Marketing as an individualized story is far different than trying to hit moving segmented targets. © 2006
New Products
Least effort for the greatest return;
start with the simplest changes;
create many from the one.
Separate all resources;
focus on applications;
invert value and cost.
The longing for the material;
the bondage of branding;
social status remains fixed.
— David Morris
New Product Development
We live our lives within stories;
any change in the story changes everything;
stories annihilate competing stories.
Marketing protects the storytellers’ resource allocations; products
and services validate the story;
new products and services must venerate the story.
The story determines wants;
marketing supports wants;
wants endorse power.
— David Morris
Marketing: Protect Yourself
All products are mass produced;
everything looses value;
credit cards charge up to 35 percent.
Everything is sold through one story;
the higher the perceived benefits the less you receive;
marketing differentiates the same products.
Value is illusion;
purchased today sold at garage sales tomorrow;
beauty, love, compassion another story.
— David Morris
David Morris, Ph.D.
Professor of Marketing
University of New Haven
marketingandstorytelling@gmail.com