Has Marketing evolved beyond the Post-Modern labelled stage? What does the 6th Stage evolution mean for brands and marketing in the connected age?

1. +
6th Stage Marketing
Stage 1
Commodity
Selling
No brands
Producers have
power
No targeting
No advertising
muder.chiba@gmail.com
Stage 2
Marketing
Brands as
reference
Increasing
competition
Targeting
demographic
Rational
advertising
Stage 3
Classic
Branding
Brands as
personality
Intense competition
Targeting
psychographics
Lifestyle advertising
Stage 4
Customer
driven
Marketing
Brands as icons
Saturated market
place
Segmentation by
user type
Symbolic
advertising,
through the line
Stage 5
Post
Modern
Marketing
Complex brands
Cynical
consumers
Needs –based
segmentation
Deconstructed
advertising
?
Evolution of the Goodyear framework for the Connected Age

2. +
The Mary Goodyear Model
 A construct was developed by Mary Goodyear on the
evolution of marketing in terms of brand and ad literacy.
References to and uses of this framework can be found here
and here and www.amsreview.org/articles/mcenally02-1999.pdf
…and a search will throw up many more.
 This Framework is a simple but powerful structuring of
evolutionary stages in marketing.
And how marketing forces shape and in turn are shaped by
these stages.
 I have also used it to help ‘explain’ markets in context
muder.chiba@gmail.com +Use the terms construct , model and framework interchangeably

3. + Low
competition
The Mary Goodyear Framework Snapshot
High
competition
Educated consumers
Stage 4
Customer
driven
Marketing
Brands as icons
Saturated market place
Segmentation by user type
Symbolic advertising, through the line
Naive consumers
Stage 1
Commodity
Selling
No brands
Producers have power
No targeting
No advertising
Stage 2
Marketing
Brands as reference
Increasing competition
Targeting demographic
Rational advertising
Stage 3
Classic
Branding
Brands as personality
Intense competition
Targeting psychographics
Lifestyle advertising
Stage 5
Post Modern
Marketing
Complex brands
Cynical consumers
Needs –based segmentation
Deconstructed advertising
muder.chiba@gmail.com

4. +
Framework in Action
A few years ago…
 Communications giant was looking to set up a business built
around phone call (PCO) booths with prominent branded
characteristics and was facing an uphill task.
 The Goodyear framework helped clinch an argument emerging from
the data that the huge investments in the branding and construction
of booths were better directed elsewhere
 Marketing and brand ‘consultancy’ major was under pressure to
set up shop in an ‘next 10’ economy
 The Goodyear framework aided in structuring the ‘market feedback’
in the business plan and buttressed the recommendation to hold
back for a few years- this lead to a very successful launch at the
right time
muder.chiba@gmail.com

5. +
A small leap …
muder.chiba@gmail.com
… a giant leap for marketing kind! :-)

6. The 6th Stage
Hyper Marketing !
muder.chiba@gmail.com

7. +
Low
competition
muder.chiba@gmail.com
Stage 6
Hyper Marketing
Brands as reference
Consumers have power
Hyper Targeting
Rational communication
Attention-driven
advertising
High
competition
Educated consumers
Stage 4
Customer
driven
Marketing
Brands as icons
Saturated market place
Segmentation by user type
Symbolic advertising, through
the line
Naive consumers
Stage 1
Commodity
Selling
No brands
Producers have power
No targeting
No advertising
Stage 2
Marketing
Brands as reference
Increasing competition
Targeting demographic
Rational advertising
Stage 3
Classic
Branding
Brands as personality
Intense competition
Targeting psychographics
Lifestyle advertising
Stage 5
Post Modern
Marketing
Complex brands
Cynical consumers
Needs –based segmentation
Deconstructed advertising

8. +
Epilogue
Where’s India these days?
muder.chiba@gmail.com

9. + Low
competition
Stage 6
Hyper Marketing
Brands as reference
Consumers have power
Hyper Targeting
Rational communication
Attention-driven
advertising
High
competition
Educated consumers
Stage 4
Customer
driven
Marketing
Brands as icons
Saturated market place
Segmentation by user type
Symbolic advertising, through
the line
Naive consumers
Stage 1
Commodity
Selling
No brands
Producers have power
No targeting
No advertising
Stage 2
Marketing
Brands as reference
Increasing competition
Targeting demographic
Rational advertising
Stage 3
Classic
Branding
Brands as personality
Intense competition
Targeting psychographics
Lifestyle advertising
Stage 5
Post Modern
Marketing
Complex brands
Cynical consumers
Needs –based segmentation
Deconstructed advertising
Geo Market & Category
Combos across Stages 1 to 6 !
And leapfrogging.
muder.chiba@gmail.com And…

10. +
The Blind Men and the Elephant
John Godfrey Saxe
The Elephant is Diff’rent!
It was six men of Indostan
To learning much inclined,
Who went to see the Elephant
(Though all of them were blind),
That each by observation
Might satisfy his mind.
The First approached the Elephant,
And happening to fall
Against his broad and sturdy side,
At once began to bawl:
"God bless me! but the Elephant
Is very like a WALL!"
The Second, feeling of the tusk,
Cried, "Ho, what have we here,
So very round and smooth and sharp?
To me 'tis mighty clear
This wonder of an Elephant
Is very like a SPEAR!"
The Third approached the animal,
And happening to take
The squirming trunk within his hands,
Thus boldly up and spake:
"I see," quoth he, "the Elephant
Is very like a SNAKE!"
The Fourth reached out an eager hand,
And felt about the knee
"What most this wondrous beast is like
Is mighty plain," quoth he:
"'Tis clear enough the Elephant
Is very like a TREE!"
The Fifth, who chanced to touch the ear,
Said: "E'en the blindest man
Can tell what this resembles most;
Deny the fact who can,
This marvel of an Elephant
Is very like a FAN!"
The Sixth no sooner had begun
About the beast to grope,
Than seizing on the swinging tail
That fell within his scope,
"I see," quoth he, "the Elephant
Is very like a ROPE!"
And so these men of Indostan
Disputed loud and long,
Each in his own opinion
Exceeding stiff and strong,
Though each was partly in the right,
And all were in the wrong!
muder.chiba@gmail.com

11. The Many Indias
Diff’rent Strokes ,Folks .
Different Strokes !
muder.chiba@gmail.com

12. +
Market
Complexity
Decisions
Information
Complexity
Muder Chiba
Managing Heterogeneity Insight
Ignited Decisions
muder.chiba@gmail.com