Chaos, Realness and Excitement - Embracing Nowism

by Dave Marcello, Director of Conversations, Marcello Entertainment (@MarcelloENT)

A couple of months ago, the tennis world experienced a brief media blitz after John Isner and Nicolas Mahut played a now-famous 11-hour Wimbledon match. But even more impressive than the athletic prowess and fight these gentlemen displayed was the immediate reaction of Kit Kat (a brand that had no official tie to the tournament or the two players). The candy bar’s agency whipped up a simple print ad that seamlessly connected the brand’s tagline to the monumental event and rolled it around the Wimbledon grounds the next day.

I just finished reading a report from trendwatching.com entitled “Nowism: Why currency is the new currency” (brilliant line right there, I must say) that delves deeper into the New World Order of instant everything. It addresses the “I want gratification and I want it two minutes ago” consumer approach to receiving / disseminating information, making purchase decisions and engaging within their social circles (and the entire online world, at that). As part of its definition of nowism, the whitepaper claims that “your brand and company… have no choice but to finally mirror and join the now, in all its splendid chaos, realness and excitement.“ MORE

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Tags: John Isner, Nicolas Mahut, branding, dave marcello, kit kat, marcello ent, marcello entertainment, now generation, nowism, wimbeldon

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Comment by Jeanine Sanderson on September 25, 2010 at 6:07pm: I found the Kit Kat ad and posted it in advertisingdex.
It was a great ad "Have a break.. Have a Kit Kat"

Comment by damir perge on September 25, 2010 at 1:10pm: Hi Dave. Now is now for sure.

I have not had the chance to read the report from trendwatching.com but I look at trends through music. One of my favorite bands ( amongst 50 others) is Black Eyed Peas. They came out with the album, THE E.N.D. that has awesome songs.

When I was in Europe a few months ago, I listened to the album carefully more than 50+ times. One song came to my mind when I read your cool article. The song NOW GENERATION truly reflects today's generation and your thoughts.

It is a chaotic environment and being a complexity scientist myself (study of chaos and emergence), I can fully sympathize with the notion of the "now generation." I see it in my teen age children as well.

But to be able to respond to "now generation" every entrepreneur and their business has to set up the business processes to be able to respond to their customers or audience asap...I mean NOW! :-)

For instance, when we (editorial) saw your article, we thought it was a great article to share with the community and to prove that "now" is extremely crucial in today's twitter-like environment. We had our editorial and graphics department put up the graphics, animation and content on top of the website within two hours or less. It took longer because it was early Saturday morning -- otherwise it could have happened within an hour of the time our editorial staff decided to feature the article on the front page. Obviously, you made it easy for us because you created the content but we had to do the graphics, animation, etc.

We did it quickly because we utilized the principles of TPS (Toyota Production System, Lean Management and Kaizen.)

Information is not knowledge per se. Packaging of information to educate, entertain, collaborate and create self-reinforced feedback loops is the secret to managing "chaos, realness and excitement: into the now economy.

Great article. We appreciate the ideas, input and reflection you wrote. Now, I am going to go back to listen to the song Now Generation. :-)