In his engaging and entertaining presentation at the IABC EuroComm conference, held 10-12 April 2013 in Brussels, Christian Bluemelhuber delivered a provocative marketing model that kicks out the old marketing models and ushers in the new. Bluemelhuber is a professor for strategic organisational communication at the Berlin University of the Arts. The following article by Steve Seager is reprinted from the IABC/Europe/Middle East and North Africa website.
FROM BINARIES TO TRINITIES
Christian outlines the need for trinities rather than the traditional binary models that pepper today’s marketing and communication models.
Binary models lack depth, whereas trinities offer us the complexity we need to successfully develop strategy in these disruptive times.
LIVING IN LIQUID TIMES
Referencing leading sociologist Zygmunt Bauman, he argues that change is outpacing our ability to react.
And the traditional Kotlerian marketing model APIC (analysis, planning, implementation, control) is simply unfit for today’s marketing environment.
This renders strategy a liability – and makes a sustainable competitive advantage almost impossible to create.
Check out Christian’s paper saying goodbye to Kotler.
COMPENSATION AND LOVE
Drawing on film theory and sociology, he argues that we need to compensate for our liquid times and reassure our customers and prospects by focusing on the universal common denominator that is love …
… OR IS IT PORN?
With this little teaser, I will leave you to check out Christian’s full presentation below in which he outlines Porn, Brand and Series: a New Marketing Model for a New Age.
We also managed to grab Christian for a brief interview after his presentation.