Early Postmodernism

"All I want you to think about...is that when people walk through or ride through or have access to anythign that you design, I want tem, when they leave, to have smiles on their faces. Just remember that; it's all I ask of you as a designer."

"Just make them beautiful and you'll appeal to the best side of people. They all have it; all you have to do is bring it out."

- Quotes from Walt Disney from a biography An American Original: Walt Disney by Bob Thomas

These quotes were delivered by Mr. Disney to his designers for his new theme park in the late 1950s. Another story from the book depicts Walt Disney knealing down on the ground and looking up at exhibits under construction and challenging his designers to look at their work from the point of view of a child. It struck me that these are the roots of postmodernism in business although dictionary.com claims the movement did not begin until the 1970s.

As I read these quotes and heard these stories, I saw these ideas as the roots of the philosophy espoused by Gobe. Yet here 40 some odd years since Disneyland opened, many businesses still struggle with emotional design philosophies as emphasized in Gobe's book.

Another idea that hit me was to ask myself where we as marketers are sitting in history. Mr. Disney benefited from being ahead of his time with his design philosophy. Now that we are seeing more influence of postmodernism in the marketplace (although it is not yet pervasive) what is the next movement that will make design even more effective? Should we be already building upon this philosophy and searching for the next level of design so that we can stand out in the marketplace like Disney was able to do? It is a good challenge as I go into the work place in a few months to never be complacent in my approach toward designs to keep my company ahead of the curve and help to distinguish it in the marketplace.

Ugh...UGGS

Perhaps the most popular brand on Notre Dame's campus is UGGs, the sheepskin, fleece lined boots. I don't think there is one undergraduate female on this campus that doesn't own a pair (besides your's truly). As a native northern midwesterner, I am continuously puzzled by these boots. I understand that they are warm and cozy. However, they appear to be the fashion statement of this generation despite the fact that the sheepskin gets horrendously dirty during the winter and make one's feet appear very large. It is also fashionable to wear these warm, cozy boots in the spring and summer...something my mid-20s brain has yet to comprehend. I am, however, interested in delving deeper and trying to understand why these boots are so popular.

After a very quick Google search, I'm directed to a large number of distributors that sell them (most ranging between $120-$250) as well as the company's website. The corporate website indicates that they are indeed meant to be warm and cozy with an explanation of how the fleece and sheepskin work to keep your feet at normal body temperature and wick away moisture. In order to prevent the aforementioned stains and wearing out of the materials, UGGs recommends very detailed care instructions centering on a water & stain repellent product sold separately and also stating that they can't guarantee the boots won't get stained. (http://www.uggaustralia.com/customerService/sheepskin.aspx?p=ex)

When I speak to UGGs wearers about their boots, most comments focus on the warmth and comfort of the boots in cold weather. There are not as many allusions to the "cuteness" of the boots. I am starting to conclude, then, that these are primarily a utilitarian product. Something that provides comfort for students and is still popular. It is even something that they can wear dirty and not feel ashamed. Perhaps it stems from the fact that a lot of young, "cute" clothes are not made to deal with the cold temperatures in this climate and UGGs offer one counter to this reality. Being warm and comfortable but also socially accepted could be tapping into some level of missing the comfort and acceptance they associate with home.

Perhaps I am over thinking this issue a bit, but girls love their UGGs and wear them everywhere. The brand is a significant success considering the fact that this is an Australian brand for which I personally have never seen an ad or free-standing Gigs store (there is a "flagship" store in NYC and apparently plans to open ones in Chicago and Montreal). They are mostly sold online but also in Nordstrom's or Zappo's. This leads me to believe that UGGs do tap into a significant emotional need felt by young women as characterized by Rapailles and Gobe.

Considering this brand has caused me to respect their opinions and consider that perhaps a new "P" should be added to the marketing mix. Traditionally, this could be lumped in with the product part of the mix, but I'm starting to wonder if starting with the emotions or culture codes out there might be beneficial at times in the product development process. Now I just need to come up with a word that starts with "p"...

This past Thursday, January 15th, I was watching the Colbert Report on Comedy Central as I occassionally do for a laugh and to keep semi-up-to-date on the news. I was struck by a segment Mr. Colbert did on Barack Obama talking about him as a marketing tool. The exact quote was "Barack Obama can sell crap...and I mean worthless crap." What followed was a medley of spoof products mimicking collector plates, coins and other collectibles bearing his face and motto. A brief interview with actor Timothy Meadows followed with the introduction of Obamargerine, a traditional Land 'O Lakes margerine tub but with Mr. Obama's face on the traditional Native American emblem's body.

This segment reminded me of a hypothesis I've held throughout the past year of presidential campaigning...there has got to be an MBA on Obama's staff. In the aftermath of the nominations and election, numerous pundits compared the campaign organizations of Clinton, McCain and Obama with the general analysis pointing out the relative disorganization and inconsistency of the other two candidates in comparison with the Obama Machine. That resonated in my own marketing mind as the successful creation of the Obama brand. His message, image, mottos, speeches and debates were consistent throughout the two year ordeal. I can't remember the last time I remembered an image associated with a campaign (the graphic of the white sun rising over a red and white striped landscape).

As a marketer, I've been thoroughly impressed by the variety of communication methods used by the campaign that maintain the main Obama brand of change. Mass e-mails, Facebook, books, YouTube, text messaging, PR...all of these were expertly implemented to drive and grow the Obama Nation. It is a model for marketers in any field on the construction of a comprehensive promotions plan and the power that this can create when fueled by a simple, powerful message.

Also striking is that Obama's campaign has chosen to continue the use of this brand and group of supporters after he is elected. Monies continue to be raised and new initiatives are being formed (Organization for Change announced today) built upon the brand created for the campaign as a tool to motivate Americans toward achieving Obama's vision for his presidency.

While Obama may be a brand capable of selling "worthless crap", it is also a powerful force for the President-Elect to leverage as he begins his term. I can't believe that this powerful brand was created out of luck, but have to think that there must be some 21st century marketers assisting the process. The theories are not unique to political movements, but the campaign is a model of effective, comprehensive modelling that I hope to refer back to as I enter the business world and am responsible for promotions plans for products to consumers.