Marketing & Persuasion
Big Identity Net
A definition that everyone feels they can fit with, so you can make people feel they are right for your brand, social movement, classroom, fandom, or whatever.
Limits of Rhetoric, e.g. Pathos, Logos, Ethos
In school we are often talk about we can persuade and communicate with the rhetorical strategies of emotion, logic, and ethics (i.e., pathos, logos, ethos). However, Professor Campbell explains how that is not always the case and you need to consider "psychos" (the wall of psychology that can get in the way). He explains a simple activity where different parts of the audience yell out emotional, logical, and ethical arguments that have failed to persuade them in the past because of other reasons to do with their psychology (e.g., selfishness, friendships, other desires, fear, etc.).
I Thought, They Said, They Should Have Said
In the activity, students pick something they used to think was awful, wrong, or stupid so they didn't try it, but when they ended up trying or really learning about it, it they loved it. The point is to show that people often have the wrong ideas about things, but more importantly that brands, friends, and social movements often communicate and persuade poorly. The students write on a piece of paper "I thought" as in what they used to think about the thing, on the second piece they write what "they said" as in the poor persuasion done by others, and then finally they write on third piece of paper "what they should have said" to indicate how others should have explained the idea, philosophy, social movement, or experience that would have convinced them earlier how good or right the thing was.
Devotional Marketing at Rose City Comic-Con
Devotional marketing events are content experiences that allow fans to live in and intensify their fandom. Promotional marketing focuses more on awareness, making product look cool, and anticipation of future releases. Good devotional marketing has a mix of undirected and directed experience and is more of a celebration of what has come than a look forward to what will come from a brand.
Fandom As Market Disruption
Fans consume and communicate about a product far more than the classic definition of the “loyal customer.” Due to the internet and changing social trends, fans are connecting and growing in new ways such that they are disrupting the marketplace. As more and more marketing is coming from social media or earned marketing, fans are central to the success of most modern businesses. As some say, "Today, fans are your media."