You can’t beat God, Mr President

by Laurent François

I was wondering if Mr President could beat God in search volume. Guess what: they all did at a moment, but in the long-term, God’s stronger.

It can probably confirm 2 things in extenso:

  • “solid” notions like God are still important and represent on-going topics of attention, because it can be part of a cultural background (you can be pro or cons, it does not matter: God exists in your daily life)
  • trends can beat solid notions sometimes through liquid conversations, but in order to keep them buzzing, there’s a need to transform them in real & daily concerns

What does it mean in terms of learnings for brands, causes or more generally for anyone trying to communicate and influence other people? Two first thoughts:

  • if you decide to communicate and go for a marketing campaign that just aims to substitute a trend instead of a former trend, you’re probably not going to last
  • if you go above and implement a strategy that is based on solid notions + trends, then you’re probably going to link a critical mass of people that will be ready to support you longer
    Some examples, one for tourism in Cambodia and the other one about iPhone:
    Creative Spark
    : “I’ve noticed this phenomenon of critical mass in in other places too. It’s not particular to tourism or Cambodia. Success (in this case a couple of tables filled early in the evening) attracts success. Perhaps we see it as a recommendation. Other people are enjoying it, so it must be good. Non success does the opposite. Noone’s there, so it must be bad. The curves aren’t balanced, the odds aren’t evenly stacked.
    Charles Ju: “The iPhone is the first mobile gaming platform with internet connectivity and the critical mass to make it worthwhile to invest time and effort into making long-lasting, high-value games, and that’s why we’re moving in this direction.

So…Looking your best can take time, and if you achieve it, lasts very long

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