I’m agnostic about advertising but I always pay attention to the Jack In The Box (JITB) television spots because they are clever, savvy, original, and authentic. I’m also a believer in Evolutionist Word-of-Mouth and not Creationist Word-of-Mouth. [For more, watch this YouTube presentation.]
The Evolutionist WOM mindset is about generating talk with and between customers by designing products/services that are worth talking about. Marketers believing in Creationist WOM would rather create conversations with and between customers through outrageous attention-grabbing antics which may or may not have any connection to the advertised product/service.
And it seems like Jack is also a believer of Evolutionist WOM thought.
In a new JITB commercial, a JITB marketer is seen pitching Jack on a variety of attention grabbing antics to promote their latest Ciabatta burger. One of the great ideas the marketer pitches to Jack is to name the baby of a pregnant woman (seen in Jack’s office) after the new Ciabatta burger. The JITB marketer also pitches Jack on other Creationist WOM marketing ideas.
But Jack abruptly cuts the marketer off and says something like, “Hey, I have an idea … let’s have our new Ciabatta Burger advertise itself.”
Yep … Jack is an Evolutionist WOM guy.
Agree 100% in your view that "evolutionist" WOM is far better. By creating products with "wow" factor, you can let these do the talking and get the conversation started. Some of my faves are, of course, the iPod and also Dyson (vacuum cleaners) and the Audi TT.
Posted by: David Taylor (brandgym) | October 04, 2006 at 04:54 AM