Do NOT read this post.

You're reading it.  You little rebel, I like you! :-)

Here's the thing, you may not see yourself as a rebel.  But, you are.  Marketing is really rebellion towards preconceived notions.  Makes sense, right?  Your end customer thinks X, but you need him to think Y.  

I'm not suggesting that you take up arms to change hearts and minds, but you are definitely refusing to accept the standard, right?

Marketing is a science and an art.  Depending on which professional you speak with, some believe in a series of tested processes and some believe in a gut feeling, a canvas of the mind.  I tend to lean on both.  I need demonstrable evidence in delivery, demographics, and tactical applications.  Simultaneously, I need to know what's cool, what's in and what thought process has to change to create a insurgency and tip the scales for my client's benefit.  I take great pride in being labeled a rebel, with a cause, of course.

It almost calls for rebel thinking in today's cluttered communication channels.

 Our minds are numb from the overload of brand exposure, estimated at 20,000 brand impressions per day to the almost 10 hours daily media consumption in 2015.

Being a rebel, an insurgent, an interrupter is downright imperative now.  All marketing is rebellion:

• Pre-roll video gives you 5 seconds to change their mind before numb consumer slaps "skip".
•  Soundbites shrink into minuscule opportunities via Social Media rolls, vids, pics and characters.
• Traditional commercials are mirroring the "on demand" trends of iPTV.
• Even the advertainment of Super Bowl commercials don't drive sales, according to AdWeek, 4 out of 5 ad execs agree that they do not drive purchase decisions.
• Discount re-marketing is brand damage.  You know how you check out that website that has that thing you "might" want, and then you notice a discount ad for that thing, literally, everywhere? Following a consumer around with a discount plea comes off as needy.  Re-marketing that changes your mind about purchasing the product is 10x more effective for sales, according to eMarketer.

Great marketers think of their plight as a "campaign of chaos", running an omnichannel approach to change minds and make the consumer feel she'll be a better person, more popular, more cool, better looking and just happier by buying from you.  Can you do that?  Can you convince me, that if I just had this thing, my life would be complete? You can?!?  You, sir, are a gotdamn marketing NINJA!  You look like a genius to your clients and consumers love your patter.  Take yourself out for a well-deserved beer and relish in your rebel status.

Yours in rebellion,

xoxo Jenn