Excerpt from Linchpin, by Seth Godin:
We can’t profitably get more average.
We can’t get more homogenized, more obedient, or cheaper. We can’t get faster, either.
We’ve gone against our true nature and corporatized, anonymized, and dehumanized as many of our systems as we possibly can. Even health care is a system now, not a human interaction. We could probably go even further, actually, but I’m betting it won’t be a fun or profitable journey.
If all mortgages are the same, of course they can be chopped up and remixed and resold. But that means all bankers and all homes are the same, and so are all homeowners. Which means the cheap ones or the profitable ones are all that matter.
If all online products at all online stores are the same, then of course I’ll use a price-shopping Web site to find the cheapest product.
If all employees are nothing but a résumé, and résumés can be scanned, then why are we surprised that our computers end up finding us anonymous average people to fill our anonymous average jobs?
If every restaurant on the highway will give me precisely the same cheery service from the same robotic staff, at the same prices, then why does it matter where I stop?
Do we need to be flatter and smaller?
It’s our desire to be treated like individuals that will end this cycle. Our passion for contribution and possibility, the passion we’ve drowned out in school and in the corporate world—that’s the only way out.
Every successful organization is built around people. Humans who do art. People who interact with other people. Men and women who don’t merely shuffle money, but interact, give gifts, and connect.
All these interactions are art. Art isn’t only a painting; it’s anything that changes someone for the better, any nonanonymous interaction that leads to a human (not simply a commercial) conclusion.
This is an excellent and inspiring book- it points us to a way out of being viewed as an interchangeable commodity by corporations that are by nature designed with an imperative to create the maximum profit for their shareholders. This aspect of corporations is both their strength- it's nice to see our retirement accounts grow in value- and their weakness, as they treat workers as cheap drones and positively revel in externalities whenever they can get away with it. (http://en.wikipedia.org/wiki/Externalities)
One spectacular example of the corporate interchangeability model is in the naming of sports arenas and, indeed, the events themselves. Have a look at the ways in which names of bowl games have been changed to suit the advertising imperative of their corporate sponsors:
http://en.wikipedia.org/wiki/List_of_college_bowl_games
Here in Philadelphia we have an enclosed arena that has had the following names in recent years:
-Spectrum II was a tentative name during development.
-Renamed Core States Center in 1996 in a sponsorship deal involving $40 million over 21 years.
-Renamed First Union Bank Center in a 1998 merger. (So much for the 21 years!)
- Renamed Wachovia Center in a 2003 merger. It's in the realm of personal opinion, but this is just not an esthetic name for a sports venue. It sounds more like a vampire-infested Eastern European town in one of those movies that's all the rage among the late teen set these days.
-Renamed- yet again!- Wells Fargo Center in a 2010 merger:
Confusing fans and making signage companies happy by constantly slapping new names on buildings is nothing, though, compared to the striking disharmony in branding when it comes to the colors in the brand logo of team and corporate sponsor. The Philadelphia Eagles play at red-logo'd Lincoln Financial Field:
And yet their team colors are white and green:
The Philadelphia Phillies, on the other hand, have the green sponsor Citizens Bank:
While their colors are red and white:
It's probably true that the respective deals were radically different and that a switch to green-green and red-red would not have satisfied the level of sponsorship that each corporation desired. Still, having a big green sign on the stadium occupied by a big red team is just, well, asymmetrical.
Here's the Lincoln Financial deal:
Under terms of the deal, Lincoln Financial Group will invest $139.6 million over the next 20 years, through annual payments averaging approximately $6.75 million. In return, Lincoln Financial Group will become the prime corporate partner of the Philadelphia Eagles and receive a wide range of marketing benefits. Lincoln Financial Group's funding for this initiative comes from already committed marketing expenditures and compares favorably to other major market sports sponsorships, such as FedEx Field in Washington, D.C., which cost $7.6 million per year over 27 years.
So far as I can tell, the main marketing benefit that they got out of their $139.6 million is that Philadelphia phootball phans, just before the first construction vehicle arrived on the site to start digging, came up with the marvelous phrase "drinkin' at the Linc". Guess it was all worth it...
The story behind Citizens Bank Park has a little more substance for us to break down and think about. From:
http://www.citizensbank.com/about-us/news/citizens/2009/10_30_09_phillies.aspx
In June 2003, Citizens Bank and the Phillies announced a 25-year partnership that included naming rights to the team’s new, world-class ballpark and a broad-based, innovative media package. When the $95 million agreement was announced, both Citizens Bank and the Phillies highlighted their passionate commitment to the communities and neighborhoods that make up the Philadelphia region, stating that an important aspect of the partnership was Citizens Bank’s absolute commitment to expanding an already strong community outreach program.
Those programs have:
• Provided low-income children with more than 213,000 summer meals through more than $64,000 in donations to Philabundance from the Citizens Bank Foundation and Phillies fans.
• Raised more than $4,000 for the Philadelphia Fire Department to buy smoke alarms.
• Donated more than 3,800 baseball gloves to the Phillies Rookie League, which reaches 5,500 inner-city children in 70 locations throughout the region.
• Cleaned up baseball fields in North Philadelphia, Tioga and Camden where Rookie League teams play.
• Distributed 9,000 game tickets to community groups throughout greater Philadelphia.
• Helped more than 300,000 fans of all ages play the Citizens Bank Games of Baseball, which Citizens Bank created and operates for free in Ashburn Alley at Citizens Bank Park.
• Provided courtesy golf cart rides from the parking lots to the ballpark gates for more than 96,000 fans via Citizens Ballpark Bankers.
• Distributed more than 170,000 free lollipops to those visiting the Citizens Bank Kiosk in Ashburn Alley
The ballpark also has made a significant impact in name recognition for Citizens Bank – one of the city’s largest banks. Surveys show that people who were aware that Citizens Bank named the ballpark are 71 percent more likely to switch to Citizens Bank than those who weren’t aware.
There's a good reason why I question the efficacy of (read: sanity of) all this advertising and sponsorship. There is a 60-year-plus vast body of research on Diffusion of Innovations, which delves into the ways in which new ideas and technologies spread through social systems of any size. Here is one of the important conclusions from this fascinating field, from Diffusion of Innovations by Everett Rogers:
The mass media can: Reach a large audience rapidly. Create knowledge and spread information. Change weakly held attitudes. The formation and change of strongly held attitudes, however, is accomplished mainly by interpersonal channels. Interpersonal channels involve a face-to-face exchange between two or more individuals. These channels are more effective in dealing with resistance or apathy on the part of an individual, which is one reason why peer communication is so important for later adopters and laggards.
In the Citizens Bank/Phillies example, I believe that the majority of any measureable business success that they're having from this sponsorship comes from their interesting and visceral programs in the community, not from the "broad-based, innovative media package". Cleaning up baseball fields is just cool, and engages people in the neighborhood.
What makes a difference in our world is face-to-face interpersonal communication and meaningful human interaction that has both a commercial and a non-commercial outcome. Or as John Mayer sings in "Belief",
Is there anyone who ever remembers
changing their mind from the paint on a sign?
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