About a week ago, Joseph Jaffe announced on Across the Sound that he was starting a new company – a company focusing exclusively on new marketing: new marketing for a new consumer. This Thursday (in Second Life), they will officially launch “crayon – a new marketing company.”
Crayon is the realization of almost 5 years of evangelism, passion and thought leadership designed around the central premise that the world has changed; the consumer has changed; but marketing has not. Judging by the general consensus and response to Jaffe’s book, together with countless conversations with senior marketers, not to mention the level of discourse on marketing blogs, it became readily apparent that now was the time to scale and staff up to accommodate the acute lack of clarity and mass confusion regarding what to do next…
Enter crayon…
In short, crayon is a shape-shifter; a mash-up; a company that integrates the best of the consulting, agency, advisory, thought leadership and education worlds. crayon’s goal is to help our clients:
- Amplify, extend and enhance relevance, experience and value through bold, alternative and non-traditional approaches
- Join the conversation
- Create disproportionate positive business impact
Think of it as the marketing services embodiment of “Life after the 30-second spot” and then some.
I’ll work myself up the guest list and maybe do some live-blogging from within Second Life, if possible. By the way if you want to find me in Second Life, look for Coolz0r Courier ;-)
Check out the CrayonVille website for more info (online on the 26th of October, at the launch day) and stay tuned to see what Jaffe, Shel Holtz and Neville Hobson and CC Chapman and the others are cooking up in Second Life.
Jonathan Fowles
October 24, 2006 at 3:34 pm
I don’t love the name Crayon. And as for the usual Jaffe BS … puh-leaze! Does he really believe his “thinking” is anything more than what everyone else has been saying for a couple of years now.
Coolz0r
October 24, 2006 at 3:49 pm
I partly agree that everyone else has been saying it, but Jaffe found a way to get the message across to a very large audience, and for that I have to credit him.
As for ‘Crayon’, I like the logo but I don’t know what to expect of the company yet. I’ll find out in Second Life. It’s the entire team behind this initiative that makes it exciting to look forward to. I think it’s a little bit too early to start bashing already. At least, those are my two cents.
I’ll give it a fair chance and I hope you’ll do it too. ;-)
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October 25, 2006 at 2:16 am
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