What

What’s hot?

What’s not?

What’s in?

What’s out?

And finally…most importantly:

Who really gives a @#%&!

And there you have it – seems we all do.

Look at the staying power of the gossip/fashion/trend magazines the world over – magazines I say – printed!

Check what is the most searched – even during times of emotional, major crisis and it’s always skewed toward celebs and such – in other words – what’s hot and what’s not.

Now there is a theory that in our 24/7, always connected, digital world – the rules of what is and isn’t are and are not have changed. In fact, they have changed so much that they bear no resemblance to what was…

Those of you who follow me  already have a hint: have they really changed? Or have they became enhanced, newly enabled to heat and cool quicker – but with the same catalysts – only better accelerators?

Meaning – in order to play this game, I had better really understand the dynamics; the rules of the game – if you will – and not just preach that the game has changed and pontificate on the new world order of things. (See my post last week.)

So here is a case in point – unfolding before our eyes for you to ponder…follow …comment on and maybe marvel at.

Ask yourself – what makes this different? Why have the dynamics changed or have they? What is your bet on its success?

Here we go, exhibit one – check this out:

http://www.hp.com/united-states/campaigns/satc/index.html?jumpid=ex_r602_go/hpcollection

Sex and the City is a powerful franchise around the world. The lead character, played by Sarah Jessica Parker, is so cool and hip that it hurts. What she wears gets worn; what she buys gets bought; what she says gets repeated.

She used a Mac on the TV series and in the first movie. It was a natural product placement; it made sense had relevance – in fact, according to some, it fit the scenes like an actor.

HP made a great deal – or did they? In movie 2, she uses an HP laptop powered by Windows 7. Great product – yes – but is it hers?

Read:

http://mashable.com/2010/05/21/sex-and-the-city-hp/

http://www.thefashionablehousewife.com/05/2010/sex-the-city-hp-touchsmart-tm2-1070us-laptop-giveaway/

http://news.cnet.com/8301-17852_3-20005440-71.html

Old-fashioned product placement; typical promotions; takeover of HP home page by Sex….you get the picture.

So one final question: Is it relevant? Will anyone care? In the digital age, has relevance and authenticity given way to something else?

Or is the following still true? 

“A brand should strive to own a word in the mind of the consumer.”

“The crucial ingredient in the success of any brand is its claim to authenticity.”

Al Ries and Laura Ries, from The 22 Immutable Laws of Branding

“We want consumers to say, ‘That’s a hell of a product’ instead of, ‘That’s a hell of an ad.’”

Leo Burnett

So where are you? Authenticity and product or???? …

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