Black Friday and Cyber Monday are big days for retailers in the States—and, judging by some of the figures this year, the discounts offered up by all and sundry certainly got consumers to prise open their wallets. In times of economic stagnancy, the level of consumption is often used as a barometer for recovery. But, as this fairly brave print ad for Patagonia that ran in the New York Times shows, maybe less consumption is a good thing. Or perhaps it's just a bit of cheeky reverse psychology in action.
Marketing, advertising & media intelligence
Brands are just coming of age in the new collaborative economy. Like any teenager though, a lot of their actions at the moment are a bit awkward. Most of us learnt at some point that joining in on an existing conversation is much easier than starting your own by shouting until you get someone to pay attention. But to join in and be heard means being relevant and on code, and of course the ‘on code’ bit is what brands need to work out because it is constantly changing.