Get Back in the Box

An excerpt from the upcoming book - Get Back in the Box

Found this online and it is a congent discussion on what makes businesses forget to "Stick to the knitting"

Just last year, I got a phone call from the CEO of a home electronics chain, asking if I could devise a new communications strategy for him. He had read one of my books on Internet culture and was wondering if I could help him make use of some of this 'below the line' advertising he'd been hearing so much about lately. He wanted his marketing to be 'less Saatchi and Saatchi and more craigslist.' By this he meant he wanted to rely less on the expensive, high-concept traditional television advertising created by agencies like Saatchi & Saatchi, and somehow do his communications through bottom-up online communities, like the one that had developed around the craigslist online bulletin board.

The Rest of the article after the jump
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