I love a good discussion about marketers and agencies and the way they interact with the great mass of people who consume their work, and there have been a couple of really good posts recently. First up, there is this neat post from my buddy Cam Beck which looks at the concept of "targeted reach" as a form of deep engagement (see the visual and you will see what I mean).
Mark, on the other hand, has a great post about the way that ethics play out in the decision making process. He nicely shows how our personal ethics connect to an emotional brand linkage. So what does this mean for marketers, planners and agency types?
It means [we] will have to start being better at understanding human beings – not just communications.
It is one thing to have ethics and quite another thing to activate these. What I guess we are looking for is a form of ethicette … where there is a closer correlation between our brand/life ideas and the ways in which we put these into practice in our personal and professional lives. Now THAT sounds like a work-life balance with real challenges!