I see a lot of advertising today as metaphorically linked to Artillery doctrine in pre 1917 WWI. The doctrine then was to line the guns up wheel to wheel and to loft millions of shells onto the front line of the enemy - direct weight in line of sight. In ad terms this is the typical campaign - consume a huge marketing budget in attempting to breakthrough by weight of message alone. Just as soldiers dig in and ride out the storm, so we, as consumers, are bemused by the noise and have dug in to avoid it. Simply firing more shells is not going to lead to a breakthrough. What is needed, as in 1917, is a revolution in doctrine. From direct to indirect. From machine like to organic. The Tipping Point is giving us clues that an entire new way of thinking about marketing and advertising is emerging that is similar to the revolution of artillery in 1917 when the Indirect approach took over from the "Direct Approach". Here is an excellent article from Fast Company that quantifies the noise impact and shows how marketing subtlety is required and can be deployed.
9:15:14 AM 
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