Tuesday, December 5, 2006

The unsynthesised manifold.

A bit ago I wrote about how do we see lots (can't fiigure out how to shortcut you to it, but click on November if you fancy). Germaine Greer cites Emmanuel Kant. as the originator, and talks far more intelligently than I ever could.

The unsynthesised manifold is now a phrase I will try and get into every conversation or interview I have on marketing and media.

Her article also got me thinking about galleries and the hanging of art. Surely, as marketing people we're trying to achieve the same thing, but we talk about "cutting through", and "getting under the radar". Modern media allows us to rethink these old statements. We can create times and places where customers are more receptive, or have less competition for their attention. Its less about cutting through and more about relevance, less about jumping up and down all the time, and more about enticing, engaging in dialogue and dragging yourself out of the unsynthesised manifold. (see, I did it).

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