People Like Us Do Stuff Like This Paper

As we say in the chapter’s introduction, “…We shamelessly steal and elaborate on the epic insight from Seth Godin which understands all human behavior within the context of its role in reinforcing familial, tribal/social, systemic and cultural bonds; Our business and its products are not for everybody and that’s a good thing — if we are able to determine with deep insight how who we are for and why we matter is intrinsically linked to whom they are for and why they matter to each other.”Kevin Kelly offers his insight for how a producer, artist, craftsperson or small business could survive and thrive on 1,000 true fans.Seth Godin’s instruction is for brand marketing teams of ANY SIZE and in any category to go out and find 1,000 true fans everyday and enjoin them to help you find two or three more fans each. Here’s the back of napkin calculation of what this sort of customer acquisition program might look like -Deleuze and Guattari suggest that real emancipatory power travels horizontally across crazily anarchic circuits of shared desire. Their model is that of the rhizome, a wild root, opposing it to the arboreal model of the hierarchically fixed hegemony of the tree.”A rhizome ceaselessly establishes connections between semiotic chains, organizations of power, and circumstances relative to the arts, sciences, and social struggles. A semiotic chain is like a tuber agglomerating very diverse acts, not only linguistic, but also perceptive, mimetic, gestural, and cognitive: there is no language in itself, nor are there any linguistic universals, only a throng of dialects, patois, slangs, and specialized languages.”Also, from our text, “Arboreal influence flows downward from the hierarchies of paid and news-driven earned media – newscasters, celebrities, taste-makers, professional social influencers. None of these sources leap from rhizome to rhizome like we regular people leap. The arboreal model is that of the broadcaster. The rhizomatic model is that of the conspirator.”2. Critique and apply learnings from the Ice Bucket Challenge in the context of Deleuze and Guattari’s rhizome model to your project brand’s permanent campaign, specifically analyzing and leveraging the irresistible “call to desire” to be tapped by the insight of a company and its fans as co-conspirators.Consider this quote from a founding partner of Supreme in the context of the case presented in our chapter.“It’s really just staying true to the voice that you fucking started on,” Jordan told me at the bar. “It doesn’t take a genius to know what’s good… When you have an understanding of what’s good and you know you do and you find like-minded people that know what’s good, you just kind of keep doing that. And I think that’s what Supreme figured out very early on.” 3. Analyze, critique, and apply actionable insights from the chapter’s Supreme case to your project brand’s permanent campaign, specifically understanding that an ethical business is honest up front and forever about who they’re for and why they matter … which implies an ethical company is NEVER FOR EVERYONE – exclusivity is about a self-selecting welcoming inclusion, not unattainable elitist snobbism.