Sunrise Marketing

I think marketing falls into two categories; 

Firstly, the grasping sort, delivered by growth-obsessed businesses, cleverly creating dissatisfaction with where we are, artfully constructing an idealised place where we could be and offering to take us there via its product or service - at a price. This "shadow" variety of marketing rarely takes us anywhere meaningful. With things around changing quickly and certainty is in very short supply, it's a happy hunting ground for the dark marketers as they harvest the dissatisfaction data and process it via every channel available to them.

Then, there is the generous sort, which aims to understand us, respects who we are and what we want, and makes offers that help us get there. Brands like Patagonia, or Hiut Denim, and the sort that Alan Moore describe in "Do Build". The building blocks of better.

It's too easy at the moment to miss the sunrise. As that we are familiar with and used to disappears ever faster, we concentrate on it and feel its l…