Chapter 1: Shine the Spotlight: Extreme Personalization Gives Marketing a New Face
General Summary- Gen X and Y crave the spotlight because they understand the media and how it works and are tired of it. They want the attention to themselves and to be celebrated. Johnson explains 9 ways as to why Gens X and Y crave the spotlight. A lot of it has to do with Reality TV and everyone wanting and waiting for their 15 minutes of fame. Many people have seen friends or family succeed and think that the same will happen to them. Gens X and Y want to be watched. However, it is clear that the spotlight must come from another source. Self-promotion is not cool.
Case Studies to check out-
The first case study which is referenced throughout this chapter details the
Another interesting case study described Jones Soda Company. This company is incredibly interactive with its customers, allowing them to submit photos for labels and fortunes for bottle caps. Their web site is a tribute to their customers and celebrates their loyalty to the brand. Jones even has a special offer where customers can create their own 12-pack of soda – choosing the flavor and designing the label. This site is very fun and definitely worth checking out if you find the time. http://www.jonessoda.com/index.php
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