The purpose of capitalism is to build our culture

Reference

• Source: [[ Seth Godin ]]; This is Marketing - Book
• Keywords: permanent notes
  • #culture #economics
• Relevant Notes:
  • Marketers make change
  • Brand mood

    Notes

• The purpose of our culture isn’t to enable capitalism, even capitalism that pays your bills. The purpose of capitalism is to build our culture.

• To change a huge culture, start first with a ==small group.==

  • In order to change a culture, we begin with an exclusive cohort. That’s where we can offer the most tension and create the most useful connections.

• A marketing asset (i.e. a brand) is made up of ==connection== and ==everything non-quantifiable.==

  • If you want to build a marketing asset, you need to invest in connection and other nontransferable properties. If people care, you’ve got a brand.

• ==Direct marketing== is measurable and oriented towards action, while ==brand marketing== is unmeasurable and oriented towards culture.

  • Direct marketing is action oriented. And it is measured. Brand marketing is culturally oriented. And it can’t be measured.