The EMOTION develops the feeling, the REASON outlines the existence...

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The EMOTION develops the feeling, the REASON outlines the existence...

It is said that, for some years, all kind of transformations, changes take place, even the conscience of the world (what a general term) tends to guide after new alignments, for the polarities already started the reversal process, as individuals become more open towards human dimensions, insights, towards peace and spiritual fulfillment...

I have no idea what reality is, I don't know what and how I should do, but I know I've decided to follow my steps to what I feel like doing, something that I afford to think I can make right, even though daily obstacles might play a primordial role in the survival technique, of tolerated compromise,  accepted by both sides. The reference systems seem to be obsolete, everything I've learned so far seems to have lost its point, everything I knew for sure is lacking confidence...

In other words, as old Tagore said, any marriage is an art that has to be created every day, in the new systems of reference, if you don't reinvent yourself, you disappear... not entirely, but you rather start seeing only the dissatisfaction, things that affected you in a negative way. And here you become a cynic, a frustrated, sad man.

I recently read an acquaintance's FB post, a concept I assimilated at work many years ago, in those interactive socializing knowledge, learning courses...

Called Lovemark, written by Kevin Roberts, CEO of Saatchu&Saatchi, this course taught me how to reinvent yourself every day, if you want to exist on the market, to count, to be a successful man.

Although, after many years of hard work, I came to the conclusion that you can be a successful man but it isn't required to be a man of honor, so this axial dimensionality between respect and love is as bombastic as relative, not to say  volatile. I can twist or twirl the two arrows in any way, I can translate, orient them as I want, for the reference system is subjective, as long as you treat it with heart and purpose, or objective, as long as the reason and pragmatism will let the two axe's orientation take the "professional" shape.

But this bracket is too far from the idea I wanted to introduce, I wanted you to understand the state I am in right now, when I started to write.

http://corinabuzatu.wordpress.com/2012/10/01/just-bloody-brilliant/

 EMOTIA dezvolta trairea, RATIUNEA contureaza existenta…

Getting back to Lovemark, for a marketer, a product becomes brand when it "comes alive", when behind it a beautiful story is written, that can make the consumer sensitive. I allow myself to exit the range of usual products we all thought of, focusing on music, immediate examples being: the band, label, magazine, concert, festival, press. At any of the ones mentioned above the analysis/simulation/interpretation I will do might work.

So, illustrating through the idea of festival, with an atypical interpretation, but with slightly forced, maybe displaced reference, I'll try to get the message.

Gooooooood. We have a PRODUCT, labeled by mister Roberts with little respect and love, because it works on the principle of proximity... It can stay at the product level, if the initiator doesn't want more from it. It might be something conjectural, without any strategy or serious fund which has, for example, as guests at the festivals, bands that attract people, without any feeling of belonging or identification. Its life can be long or short, if its addressing complies with the public, that can be or not shifting... An example would be the Beer Festival or who knows what other gathering with mici and beer, as a classic tradition, where different bands are invited to rejoice the audience. It doesn't hurt, it doesn't help, it can only give a splash of color in a gray daily routine or an absolute routine. Here the festival price doesn't matter, you can enter for free, because the product has collateral support and its target is to maintain its shape and that's it. It is addressed to all "customers".

The PRODUCT might become a BRAND, of marketing and the story behind the product are smartly created. Here, the workshop will speak out and make a difference. The respect for the product that becomes brand increases, but being loved isn't mandatory... The "need" was discovered, the festival was created, well known bands are invited, professional or long awaited ones, everything sounds great, very profi, people come, come and see what they dreamed of, everything's rosy... Under the umbrella concept, a branded festival that managed to sum up brands for different niches or musical segments; but this is where the festival's story ends, which if doesn't innovate, reinvents itself, remains stuck there for a long time. Until it will be taken by another. It is something respected, but not loved. We speak here of an entrance ticket and implicitly of a public that knows where it's coming that can only critically or grumblingly criticize if the quality/price ratio was fair. But no one doubts quality, because the bands are the wanted ones, they are profssional live, as well as the festival's organizer. But the depersonalization's mark is clearly visible.

LOVEMARK is more than a story, more than a rational conclusion... it has emotion, membership, feeling... here the festival embraces ideational landmarks, not rational ones reported to the taken decisions or the occurred facts, but that are guided by unconditional devotion, love, aspiration... feeling. I think it is very complicated to reach LOVEMARK but also very easy to destroy everything you've built, if the festival's initiator will try to cheat or change the rules of the game, because that "consumer" feels, breaths and sees everything in a transparent manner (It is like you'd train to build a sand castle that, after much work, might look spectacular, to have the feeling of complete fulfillment when you look at it but which, anytime, might disappear, if it was built on a beach where the wind starts to blow hard or rain... you won't be able to move the castle inside and you won't have the time to cover it with a protective tent... it will remain only the memory of a moment's intensity).

Here it's not the ticket price that matters, because an intrinsic value that cannot be financially quantified or reported on a reference scale is created... there are no discussions about comparisons, but of feelings, loyalty, intensity... respect and love are vital attributes to lived experience.

No differently than BRAND might be the FAD, that might be pretended, in my example, through a festival where fashion, conjunction or friends convince you to attend. And even if you get there by chance, you feel good, have fun, but it doesn't mean more than a nice festival... It doesn't really matter if the bands performed well, if the organizer paid attention to all the musical details, if it was funny and the festival's atmosphere got to your heart. The feeling was cool and whenever you'd go somewhere else, at such events you'd like to satisfy your fad, without financially quantifying if it's expensive or cheap.

Obviously the 4 examples are extremely hard to standardize or frame, especially because according to the state and moment in time, any situation might become another... it is subjective, unilateral and valid for a short time... Moreover, reported to a certain reference system, maybe any exemplification would make sense. If, in exchange, we would exit this shifting paradigm (often hardly noticeable), we might realize that LOVEMARK could take other forms, which no longer are connections (already fragile) with the eternal daily, usual conventionalism or ordinary compromise...

Reaching LOVEMARK, even at an aspirational level, can open locked doors from our mind, can outline until now known, but unexplored roads of our imagination... can even define and reveal a honest, but hard to follow attribute: COURAGE!

I have chosen randomly the example with the festival, maybe because when I listened to music, I saw again the post with Lovemark and, only a little time before, I enjoyed an incredible documentary. I don't know if someone else sees a link between those that "happened" to me, I am sure each example can be changed, challenged or attacked... Each of these cases is good, because then I will live hoping that there are more individuals who start or keep asking questions, to trace that something without clear shapes, without certainties, that is liked and sends you to further exploration... I will however try to define it, although now it sounds a little dry and steep... but I feel the thrill that gets me and makes me watch in a calm and peaceful manner... clearly, I know what it is: EMOTION!

REASON remains a shape you need and that is welcome in the actual reference systems. But not enough to trace the flavor of feeling, of complete living.

PS. ...I remembered a discussion with someone about the new MY DYING BRIDE album. The first 3 albums fall into my Lovemark, after which the band didn't succeed to outrun the BRAND status, meaning respect, quality, professionalism. You realize how easy it is to imagine when you have a friend that has a band and puts his hand on the musical instrument or sings and it screeches your ears, this, in diagram, is FAD. You love your friend, you love the band, but you don't agree with what they're playing, meaning it's clearly falsetto... and this means lack of respect towards the musician himself. And considering how many bands that are only for the sake of being, but that don't say anything interesting, it's equally easy to identify that the PRODUCT is their right location. q. e. d.