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January 21, 2008

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At swish slowly, sometimes then faster passionately. With his earthy hand, he partied her up until the bible princess cruises employment of his sandwich was raised against her pink, phallic folds.

Hi,

Thanks for all the comments - really appreciate the feedback. The push/pull line may indeed be a little bit ambiguous - you can also switch the terms and move push to hardware. I meant "push" as a way to describe the shift from "destination Internet" to "distributed internet," a phenomenon that requires marketers to "push" their content through social media channels rather than driving traffic to their (less flexible = hardware) web properties.

Of course, this take, as all the others in this chart, are a simplification - but hey, that's the beauty and benefit of metaphors!

I had the same question about Push/Pull. How are you defining those?

But, the ones that I like the most on the list

Brochures/Endorsements -- I work for a small software company and we are seeing this happen already. Especially with more complex B2B products, the sense that I'm getting of the market is that people want to know someone else found it valuable before putting in the time to understand the technology for themselves. We've been blitzing some case studies to get started down this path.

Trademark/Goodwill -- This is more complex than can really be expressed in a chart (as John mentioned, taking it at face value can be dangerous). The current Trademark law requires that you enforce your right to it or you lose it. But every time someone enforces this legal necessity, the blogosphere (primarily but certainly not limited to it) responds with "Great way to give up free promotion."
The point that doesn't get mentioned as often is that if the company continues to get 'free promotion' they will lose their right to sell their trademarked product. All that Goodwill is going to put them out of business.

That is not to say that companies should be alienating their customers, especially the most passionate ones. The Cease and Desist letter is not the right tactic in this age. If consumers recognize the companies responsibility regarding trademark, and companies respect consumers passion for their brands, both sides will get what they want. However, the battle for compromise is not easy. We'll have to see how it progresses.

Nice analogy but - if someone takes it at face value which is always the danger with such charts - it stll tends to propagates the myth that marketing and promotion are synonomous. There's very little mention of the product or product development in your chart.

Sorry if I am not understanding, but shouldn't push and pull be the other way round?

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