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Which Came First…?

January 28, 2011

“Is culture more important than strategy? This question was posed by speaked Jeremy Gutsche at the CBC.”

So read the post from Liza Zimmerman, Editor of  Cheers Magazine, earlier this week on Facebook.  I had awaken  way too early that day considering the previous night’s business ( and antics) nad after suffering from a 2 week bout with writer’s block: I am a bartender after all.  As I read the words, my hangover induced slumber dissipated and my alcohol soaked brain began to run like a NASCAR on the final turn beckoning for the checkered flag.

Strategy or culture?

Do the marketers determine what in culture is hip or does culture tell Marketers what to push?  Great question all around!  Who is responsible for what we think is trendy, cool, cutting edge, hip, the next big thing, over the top, or whatever you wanna call it?

It’s a simple question without a simple answer.  Why?  because it is not an either/or dynamic.  There is more to the question that influences both sides of the coin.  Talented Marketers see what is trendy or what is up and coming before anyone else realizes there is a trend happening.  Culture follows a pattern of social/political/economic/ psychological/sexual patterns that are deemed by not just the drinking culture but also play into the pop/art/ music/ media/  fashion/celeb/ anti social/ point /counter-point phenomenon that is so subtle in nature that honestly no one can see what is really gonna happen: especially when the marketers are sitting on a branch waiting for the opportune moment to pounce like a winter hungry predator on what they think might be the next profitable trend.

Which came first the chicken or the egg?  My answer has always been “the Rooster”

The point being again that is not an either/ or answer.  There is a 3rd (or more) party involved.  And that is “relationship

A psych professor of mine would say it’s a spiral moving forward in a way that always doubles back on itself.  We double back on ourselves culturally, socially etc. as we slowly progress forward.  Another way to put it is that the name changes but the dynamic remains the same.

Culture and Marketing rely on each other, feed one another and live side by side like the gold rings of the wedding symbol: independent yet interlocked.  One cannot escape the other though they are two different creatures.

"I don't know if mama was right or if it's Lieutenant Dan.  I don't know if we each have a destiny, or if we're all just floating ard
accidental-like on a breeze.  But I think maybe it's both.  Maybe both is happening
at the same time."  __ Forrest Gump
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