About this book
Social Thinking - a new approach to an age old marketing problemHow do you connect with people at the emotional level?For the last 50 years we've been making people laugh and cry. We've given them the California Raisins and the Pepsi Generation. We've given them meaning and social currency for tomorrow's conversation across offices and college campuses. But that was before the arrival of digital and the rise of the attention economy. That was before mobile, cable TV, Facebook and Youtube. We now exist in an era where marketing is no longer defined by media choices but by mindset choices. In All is Social, Graham Brown helps readers understand how to re-frame marketing on simple social truths in an approach called Social Thinking. By understanding the human Social Code we can reconnect brand stories with our human need for empathy, emotion and sharing.The Social CodeHachiko Exit, Shibuya Station, Tokyo. Outside of the busiest subway station in the world's busiest city stand four students neatly in a line staring at the screens of their mobile phones. It's a scene that could be repeated in any city, any culture, anywhere in the world. What makes the scene memorable, however, is the students are standing equidistant apart. Four strangers in a line acting but aware of each other's presence. This is our Social Code - the hidden hand that guides and shapes our behavior without us even being aware of it.In All is Social, author Graham Brown embarks on a global quest to uncover the Social Code and use the findings to help marketers navigate the changing modern media landscape. What he uncovers, however, isn't a new "4 Ps" but a challenge set out to marketers and media execs to reconnect marketing with these social truths. The Social Code is a force that shapes our behavior, identity and even how we see the world. The Social Code is more important than food and, on occasion, than life itself. Understanding how our Code works is key to brand success today. This isn't about buying media, clever ad campaigns or "getting onto Facebook" anymore, this is about developing a deeper understanding of our emotional core and what it is to be human.
