The Dove campaign is all about honesty. It's about how we see things. But what if what we see is distorted by false measures?
BIt’s not far away but 2014 could be the dawn of a new age of honesty in marketing. There are many theories about cycles but what seems always to be true is that cycles exist and what goes up then goes down, what is in one minute is out the next. Currently we are in an age of virtual numbers so it’s only a matter of time before we see a backlash and a return to real values.
Of course you can blame the politicians, after all they created the ‘Numeric Society’ – a world where the only values are numbers, even when those numbers have no real value at all.
Worse, almost everything they have applied numbers to is worse for it.
The question, are we putting too much importance on vacuous measures like ‘intent’, ‘impressions’, ‘opportunity to see’ and any social media number? Almost certainly, yes....
Via Jeff Domansky