By Chuck Brymer (auth.)
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Additional resources for The Nature of Marketing: Marketing to the Swarm as well as the Herd
The concept of a “B side” was already well established in Brazil as an analogy to the other side of a music record, as a metaphor for the more laid-back side of life: those spontaneous, authentic, pleasurable moments of life that are ours to control. The attitude then became a design philosophy for Brastemp, with products and features aimed at enhancing the “B side” of life: refrigerators that dispensed cans and frosted glasses for party lovers, a mini washing machine for the bathroom designed for lingerie, and microwaves with a memory button to save your favorite recipe.
You see its collective intelligence in the form of an instant online poll or the emergence of marketplaces like eBay. More important, you can see it in how we create the structures of our own social networks. They are today’s digital equivalent of the Roman road systems. Today this collective intelligence has changed our own social infrastructure. People purchase products and services as members of a community. They have always done so: Generations ago, and even hundreds of years ago, we consulted our families, friends, and neighbors about their brand preferences.
They have always done so: Generations ago, and even hundreds of years ago, we consulted our families, friends, and neighbors about their brand preferences. Now we function as part of a larger social network whose collective intelligence spans the depths of cyberspace. This is the world we must engage in the marketing approaches of the future. 3 According to researchers, the larger a community gets, the smaller a percentage of its members is needed to inﬂuence it. Now that we are more connected than ever, the speed at which these small groups can inﬂuence people continues to increase as well.