Read, analyze and critique chapter 10, Affirmation Becomes Autonomy in The Big Leap – an Ethics of Insight, volume 1.
Several themes are applicable to our course’s key imperative – the surfacing of fresh, deep insight into human desire and briefing a new kind of marketing as value-making for the specific people who matter to our business.
Discuss the logic of this model for mining fresh insight and doing something different with it to inspire a more permanent campaign for an example brand and their audience – .
One of the essential jobs of these fresh insights into human desire is to serve as beacons to those very specific people for whom our companies are seeking to find. Discuss the difference between brands using deep insight to cynically stimulate human desire with their advertising rather than brands applying deep insights to ethically serve human desire with their value-marketing. Suggest ways your insights might be used to serve the human desire of your project brand’s influential prospects.
Finally, read and be inspired by the excerpt below in the service of suggesting how your project brand might seek to mine deep insights via our emergent, observational ethnographic research methods and apply those insights into the briefs and strategies for honoring the autonomy and enabling real agency for your project brand’s influential prospects and customers.
“In the age of nagging pandemic, violent social injustice, climate catastrophe, immigrant border cages and accelerating economic inequities, business is good for the media platforms monetizing alienation. But if you’re a CEO or CMO of a business with marketing budgets to spend, you might imagine none of this as your problem. The animating thesis of this ethics suggests the ultimate stakes are too high for any marketer of conscience to do nothing. So: why not start with crazy high levels of overreach – why not challenge yourself and your teams to honor human autonomy by way of enabling the precious social fuel of human affirmation, all with your reconsidered acts of marketing…”
~1,000 or more words, and make them all count.
