An attempt to challenge three principles in our thinking patterns:

1. From a tree-like line of thought, to a rhizome-like mechanic

2. From a consumer looking for benefit, to a consumer looking for empowerment

3. From a ‘big’ idea to a ‘long’ idea

1. A ‘tree-like’ line of thought: One source – single direction

What is a rhizome?

The concept was developed by Deleuze and Guattari

It originates in botanic, describing the root that we all know from our neighbor’s lawn

The rhizome is unique because it spreads its roots from one place in a superficial manner…

And then advances to another place and plants another set of roots. Again, loosely

It repeats this over and over again until it has no room to expand

The rhizome does not seek stability / depth / to protect its territory

It is a movement that simultaneously spreads in all directions – up, down and sideways

For the first time in history, we have a global, cross-religious, cultural, status and national protest movement

It took place in Tunisia, Algeria, Libya, Egypt, Yemen and Syria as well as Spain, Chile, Israel, India, Russia, Greece and the list goes on…

It may have manifested differently across the globe but it all expressed the same thing

In Libya, thousands were killed on the road to overthrowing the government

In Russia, the ‘Pussy Riot’ comically exposed Putin’s shame

New York united for ‘Occupy Wall Street’

Students in Chile protested in what became to be known as the ‘Chilean Winter’

And in Israel, the public began consumer boycotting for the first time in its history

The presence of the rhizome is created precisely due to its tendency to disperse into millions of smaller pieces

It creates each one of its endless pieces and is simultaneously created by them

Each piece is not a replica of the other, rather they each add something unique to the whole and thus forms the rhizome

A new world is paving the way to a new kind of branding / marketing

Rhizomatic brands develop across trillions of superficial grip points that weave them into an endless web

This web is us

Facebook does not have a home page, meaning a single source

It is built of billions of ‘homepages’ that are made up by my, your… our pages

Once you sign up, Facebook is inseminated into you and you become it’s surrogate

Every user is a Rhizome’s root stem connected to other root stems and together, they all create a vivid and almost infinite web

YouTube does not have a single center either. We don’t log on and begin to surf around but flow into it through trillions of small sources

Facebook, YouTube etc. chose to spread out into trillions of small pieces that create a confederation larger than the sum of its parts

Don’t unite the brand into one source but spread it out into trillions of ‘infectious’ fragments

Crowdsourcing is none other than a type of Rhizome

If before, marketing battles were fought for position – etching a single word in the consumer’s minds

Marketing battles in the future will be

Territorial. Not for shelf space but for

rhizomatic living space.

About the possibility to turn your consumers into a rhizomatic web

The new currency is empowerment

2. From a consumer looking for benefit to a narcissist looking for empowerment

The hierarchy between brands and consumers has evolved over the history of marketing

Avis – We will do more for you

Nike – We will help you realize your potential

The ‘new’ brands took this trend to its limit

Google initiated the ‘yes master’ era

An empty line waits 24/7 whims just for you to fill in with your

The age of narcissism

/narcissists-deluded-generation-raising-/are08/01/2013http://www.foxnews.com/opinion/

20756247-www.bbc.co.uk/news/magazinehttp://

-study-side-dark-/facebook17/mar/2012www.guardian.co.uk/technology/http://narcissism-aggressive

Facebook provides each and every one of us the feeling that we are the center of the universe

It is MY picture that comes up on top of MY page and next to every one of my posts, comments or ‘likes’

Each of my actions are loudly declared to the nation I created, in order for it to immediately applaud them with a reinforcing ‘like’

I receive constant reports about what each of my subjects are doing

I and I alone authorize or evict new ‘immigrants’

And let's face it ...

Most of the time we do not really share other people in our lives, but mostly spend their eyes with enviable posts

Think of Angry Birds and why it became such a blockbuster?

No breakthrough technology ?! No breathtaking Mechanics ?! No figures exceptionally fond ?!

But there is a very simple principle ...

Here is a world that someone else worked and built

... All you need to do is sweep shattered with a moving finger

This gives us a tremendous sense of power

After all, in the real world, we are the ones who are up against the feeling that the hands of god might shuffle the cards at any moment

The ‘Angry Birds’ reward system is also based on enhancing narcissism

As oppose to games from the past when winning happened only once in a while

‘Angry birds’ provide positive reinforcement every 30 seconds

.קצרות סקאלות

. כמעט אינסופיות

. סיכוי שלא תצליחאין

. משנה באיזה גיללא

כלשהו לא משנה " פרס"תקבל אפיזודה בכל

. מה הייתה רמת הביצוע שלך

‘Angry Birds’ is built on the enhancement of narcissism

Mechanism of providing positive reinforcements

All of this creates a Pavlovian condition of addiction to positive reinforcement

We are not addicted to the game but to the positive reinforcement

A brand that wants to seep into its rhizome

must learn to enhance the

narcissistic whims of ‘Tom Thumbs’ that suffer from delusions of grandeur

This brings us to our last principle

3. From a BIG idea to the l-o-n-g idea

The BIG idea is a holy cow which turned into a milking one

The BIG idea theory was formed with the development of the mass media

When you have only 30 seconds and the mass in front of you, better bring on the club

Media budgets have grown, productions have become extravagant, the presenter is larger than life…an all-time hit…

And right under our noses, the world swells up into its daunting dimensions

But, the biggest problem of BIG ideas is that once you stop and think about them…

You find out they are full of hot air and completely disconnected from real life

The most dramatic characteristic of the new climate is the trust crisis

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Cellular Banners Marketing פרסומות בעיתונות פרסומות בטלוויזיה פרסומות ברדיו תוכן שיווקי באנרים מודעות טקסט בסלולארcontent

Radio TV Ads Print Ads

The trust crisis creates a chasm between brands and consumers neutralizing the possibility to create a rhizome

In order to be a rhizome, you need to be relevant and not just “bigger than life”

What would have happen if instead of thinking of an idea that needs to last just 30 seconds, we would come up with an idea that needs to live on for a whole year?! Day by day?! Hour by hour?!

Then, we would not be talking about BIG ideas

but about l-o-n-g ones.

An example for a l-o-n-g idea that enriches the consumers and turns them into a rhizomatic web

Nike decided to give up on the super athlete and dive into our lives

Give up on the larger than life message

And become a tool that allows us to compare, participate, enhance and of course, show off our achievements

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