On Marketing and Product Culture

Everywhere we go, no matter what we’re doing, someone is trying to sell us something. Whether it is a product, service, or even an idea, everyone seems to be competing for our money and attention. I say “our” to reference the collective people that encompasses everyone who does not live under a rock, including those within the competition. While some may cry that the noise is too much, I really believe that people have the ability to filter through it all and find what is relevant to them. While it may be the marketers job to determine just what is relevant to people in a certain demographic, one should understand that it is rarely just one entity that entices people.

The documentary seemed to objectify advertising, making it seem like a game that is to be won or lost. Advertisers seem to think this way too, which is troubling. As a consumer, when I purchase something, it is namely on the basis of how useful it is to me, or how buying it would enhance my life. Lately, as illustrated in the documentary, some products and services are trying to manifest a “culture” around their product, but they fail to grasp what creates a community around a product. Apple computers offered disenfranchised PC users an alternative that worked well for their needs, and from there it spawned a trend. Linux did the same thing with those who wanted a more technically open operating system than Windows. iPods let users buy the music they want and take it anywhere, rather than dealing with bulky CDs which may have only been purchased for one song. There is a narrow margin for creating a community around a product, and generally speaking it is not something that can be fabricated by marketers. Lasting communities arise from a company fulfilling their needs, often beyond expectations, and continuing to improve on that product over the years. A truly successful product is one that looks at society’s needs, fulfills them with a quality item, and keeps them coming back with new innovations periodically.