Increase the presence of Superhuman counterparts, step aside, Clark Kent
In the mid-2000s, a profound shift occurred in the world of marketing. People began to emulate brands, and brands, in turn, became more human and transparent. This transformation marked the dawn of the "Marketing Age," an era where consumers are sophisticated and willingly participate in marketing.
This new paradigm is exemplified by brands such as Red Bull, which created the immersive Red Bull Stratos experience, orchestrating a surround sound event that only they could curate. The focus is no longer on human and transparent brands, but on Superhuman brands that exhibit ultimate power.
These Superhuman brands are expected to perform extraordinary feats. For instance, Red Bull sent men from space on a can of energy juice, while conversational AI bots have become commonplace. Brands are also expected to create impactful and powerful spectacles that physically wow consumers.
One such example is the fictional 40th anniversary celebration of the game Clash of Clans by Supercell. The celebration, which included a full-length documentary, games, trading cards, and even cereal, was well-received by Marketing Age people. However, the identity of the marketing agency behind this phenomenal campaign remains a mystery.
Brands are increasingly focusing on spectacle, using it as a tool to exert power over consumers. This can be seen in events like Chanel's Catwalks or Porsche's collaboration with the immersive theatre company Punchdrunk. People are comfortable with this concept, often viewing the modern world as a marketing landscape.
The fashion industry is a prime example of this power dynamic. Brands exert their power through visible means, such as velvet ropes limiting entry into stores, creating a sense of FOMO (Fear of Missing Out). People appreciate brands that exert more power over them and create mystery, such as tech unicorns delivering goods in magical ways, like yellow lockers or appearing like Santa Claus.
People find pleasure in the feeling of scarcity and limitation. This is evident in the two-hour wait for the Swatch Moonswatch model or the £2k price tag for a limited Nike SB Dunk Low x Ben & Jerry's Chunky Dunkys. The queue psychology has extended to the London restaurant scene, with people booking tables 30 days in advance and professing their "luck" in securing a table.
In this Marketing Age, people are willing participants in the act of selling and are complicit in creating social proof and FOMO. They curate their lives online, tailoring their images and narratives for professional, personal, and romantic purposes. People no longer seek human and transparent brands, but rather Superhuman brands that exhibit ultimate power.
In conclusion, the shift in the mid-2000s has led to a new era in marketing, where brands are expected to be more superhuman, impressive, and mysterious. The focus is on creating extraordinary, powerful spectacles and exerting control by making people wait and publicly queue. The modern consumer is comfortable with this dynamic, finding pleasure in the feeling of scarcity and the suspense of the unknown.
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