Phenomenal Power, Itty Bitty Facade
Being a macho mass-produced product was a positive attribute when it reassured consumers they would get quality and consistency. Now quality is no longer a differentiator (you don’t have it, you’re the weakest link, good-by). Being big is now seen as a negative. It connotes arrogance and selfishness. All marketers need to act small. That means you, up there.
—excerpted from “Punk Marketing,” (Collins, March 2007, $25.95) by Richard Laermer and Mark Simmons; for more www.harpercollins.com