September 1, 2004
been tweaking the hughtrain
Been tweaking The Hughtrain:
THE HUGHTRAIN: “THE MARKET FOR SOMETHING TO BELIEVE IN IS INFINITE.“
We are here to find meaning. We are here to help other people do the same. Everything else is secondary.
We humans want to believe in our own species. And we want people, companies and products in our lives that make it easier to do so. That is human nature.
Product benefit doesn’t excite us. Belief in humanity and human potential excites us.
Think less about what your product does, and think more about human potential.
What statement about humanity does your product make?
The bigger the statement, the bigger the idea, the bigger your brand will become…
(Read more…)
It’s a work in progress. Expect more tweaking etc.
UPDATE: Yeah. I know. I ditched the word “Manifesto”. About bloody time; it had been bugging me for a while. As a term, it worked fine in the 1990s. Then again, so did “Mission Statement”.
Thanks to Primus for the suggestion.
UPDATE: Yeah. I know.
The word “Branding” will offend the spiritual people.
The word “Spiritual” will offend the marketing people.
Both parties, offended in equal measure. Hurrah!
For the record, I don’t believe that some new happy happy joy joy marketing schpiel is going to somehow usher in a new dawn in human conciousness.
There is a new dawn in human conciousness happening whether we want it to or not. All marketing folk like myself are doing is just reacting to it, same as everyone else.
