December 19, 2006My book title
Filed Under: Join the Conversation
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One of the most important and fundamental shifts in the marketing "communications" space is exactly that...the shift from communication to that of conversation.
Back in the day, 2000/1 to be exact, when I was Director of Interactive Media at TBWA\Chiat\Day in New York, we were (like all other interactive folk) talking about the shift from one-way monologue to two-way dialogue. In fact, with an innovative client like ABSOLUT, we pioneered what we called involvement advertising i.e. an evolution or progression from interactive advertising, which not only used consumer involvement, but indeed was predicated/contingent on the consumer participating in order to resolve/play out.
Put differently...expanding banners does not a conversation make.
So here we are, at the dawn of 2007. In some respects, we've come a long way and in others we have even left the starting blocks.
When I thought about my next book, I weighed up the options of LA30 Part Deux - The Sequal versus a completely different path. I think I found a happy medium and today, I'm proud to announce the title of the book:
Join the Conversation
How to engage marketing-weary consumers through the power of community, dialogue and partnership
Thank you for all your suggestions/comments thus far. I will be integrating much of your feedback throughout the writing process. There will be a few interesting twists along the way and I hope to announce a few of them later this week...
Time to go and write!
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Comments
Congrats, Joseph!
Can't wait to read it...
Posted by: Paul McEnany
Joseph,
Please take this with a grain of salt, because I could be talking out of my arse—but I feel like that title doesn't jive with your personal brand. Life after the 30 second spot feels like you. It's a little provacative and takes a shot an the Ad industry. It's scrappy—just like you, and I mean that as a compliment.
To me, Join the Conversation sounds safe. I see that phrase on almost every blog I come across. It's almost become a generic slogan. And you are anything but Generic.
I was expecting something more along the lines of:
"The End of Monologue"
I dunno, that could be crap. But I just think the title might need more... well...YOU.
Posted by: David Armano
I dunno David...don't you think "Life after Monologue" seams a little too predictable.
Ad Age coincidentally (or not) put "Join the conversation" as a word/phrase that is soooo 2006.
I don't know how I feel about that...how on Earth can we dismiss "conversation" as a fad or fleeting idea?
Part of me feels energized in a renegade sort of way by any dissing of conversation....but honestly, this book is not about me. It's bigger than me. It's less about trying to be provocative and more about evangelizing what could arguably be THE most significant shift in marketing in our lifetimes.
My grain of pepper (grin)
Posted by: jJ
OK,
All good points. But I would still love to hear your voice more in the title. Conversations are about individual + distinct voices being expressed, heard, listened to etc. You have a distinct voice. I don't see a downside to having it come through more in the title...
Posted by: David Armano
Well, the original title was "I was just kidding...I really do love the 30-second spot"!
Posted by: jJ
LOL!
Now THAT sounds like you! :)
Posted by: David Armano
