12 ways to win the future of business

Here are the winning dozen techniques for your product/service:

Education: Show your customers how to use your product/service

Experience: Make engagements with your product/service a happening, make it special

Entertainment: Make engagements with your product/service compelling, bring joy

Brandless: Think less logo and more magic

Efficient + Explicit: Make engagements with your product/service easy, reduce the friction

Niche: Be Porsche, not General Motors

Voice: Make engagements with your product/service audible, speak to text and speak to purchase is happening

Entrepreneurial: Make engagements with your product/service agile, be willing to add new offerings and drop underperforming ones

Ethos: Make engagements with your product/service have a clear worldview

Instagram: Make engagements with your product/service look pretty on a handheld device, people like selfies and people like showing off

Comms + Thought Leader: Share your insights and knowledge, be unwavering

Nostalgia: Make engagements with your product/service timeless

-Marc | Founder @ Brigadoon

Brigadoon Reads | Books on Art Auctions

The $12 Million Stuffed Shark: The Curious Economics of Contemporary Art
+ Don Thompson

Plutocrats: The Rise of the New Global Super-Rich and the Fall of Everyone Else
+ Chrystia Freeland

Christina Alexandra Freeland PC MP is a former journalist for Reuters and is currently the deputy prime minister of Canada as well as the minister of finance.

Seven Days in the Art World
+ Sarah Thornton

Big Bucks: The Explosion of the Art Market
+ Georgina Adam

I Sold Andy Warhol (Too Soon)
+ Richard Polsky

I'd Rather Be in the Studio: The Artist's No-Excuse Guide to Self-Promotion
+ Alyson Stanfield

The Art of Forgery: The Minds, Motives, and Methods of Master Forgers
+ Noah Charney

Rogues’ Gallery: The Rise (and Occasional Fall) of Art Dealers, the Hidden Players in the History of Art
+ Philip Hook

100 Secrets of the Art World: Everything You Always Wanted to Know from Artists, Collectors, and Curators but Were Afraid to Ask
+ Thomas Girst + Magnus Resch

Brand marketing vs. Direct marketing

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"Half the money I spend on advertising is wasted; the trouble is I don't know which half." -- John Wanamaker

The radio was created to sell ads.

The television was created to sell ads.

Both are the platforms of a brand marketing world.

The internet was not created for ads.

The internet is not mass media.

The internet is the platform of a direct marketing world.

The internet is a micro-media

The internet is a personalized media.

John Wanamaker would have liked the internet.

Examples = Brand marketing

Mass + Passive
Low ability to measure
Professional editorial environment
Super Bowl ad
Pay upfront for space/audience
Fortune 500s
Vogue + Atlantic magazines
"Cool Kids"

Examples = Direct marketing

"Call To Action" = Buy Now
High ability to measure
Amateur editorial environment
Targeted audience
Infomercials
Pays for itself
No Fortune 500s
Patreon + Subscriptions
"Rebel Kids"

* BTW: Born in Philadelphia in 1838, John Wanamaker pioneered the department store concept, invented the price tag, and was known as a pioneer in marketing.

-Marc | Founder @ Brigadoon

Brigadoon Watches | Videos on Art Auctions

The Art Market Explained: What you need to know about auctions: Auctions launches a four-part documentary series, followed by Galleries, Patrons, and Art Fairs, released weekly through mid-June. Together, the four segments will tell a comprehensive story about the art market’s history and cultural influence, providing an approachable yet nuanced introduction to an extraordinary subject.
+ Artsy

The Price of Everything: With unprecedented access to pivotal artists and the white-hot market surrounding them, The Price of Everything dives deep into the labyrinth of the contemporary art world. It examines the role of art and artistic passion in today’s money-driven, consumer-based society — where everything can be bought and sold. In January 2018, The Price Of Everything premiered at the Sundance Film Festival.
+ The Price of Everything

Ways of Seeing: We’ve been coming to terms with technology’s effect on art for more than a century, and the issue seems particularly salient now that we are depending on the internet for all of our social and aesthetic needs. But there’s still no better guide to the way modernity has upended our experience of the world than the critic, novelist, and screenwriter John Berger in his groundbreaking 1972 BBC series.
+ BBC

F for Fake: Orson Welles’s idiosyncratic master class on the philosophical underpinnings of art, the art market, performance, and self-consciousness focuses on a prolific art forger, Elmyr de Hory, and begins with a mind-bending quotation from the French magician Jean-Eugène Robert-Houdin: “A magician,” Welles says that Houdin said, “is just an actor playing the part of a magician.”
+ Amazon

American Animals: Based on the unbelievable true story of four middle-class college kids who hatched a harebrained scheme to stage a daylight robbery of several rare, multi-million dollar books from a university campus in Kentucky. In 2004, the thieves tried to pull off the audacious theft of four double-sized volumes of John James Audobon’s Birds of America from Transylvania University’s Special Collections Library. Although they failed in their initial goal, they nabbed some Audobon drawings and other rare books, which they then took to Christie’s as (supposed) representatives of a private collector. Police caught up with the gang in 2005 and they were later each sentenced to seven years in prison.
+ Trailer