Feeds

The dumb, dumb world of Malcolm Gladwell

A guru for the brain dead

5 things you didn’t know about cloud backup

The rise and rise of the Vertical Marketing Bureaucrat

I think this owes much to the rise of a new class. The past decade has been incredibly kind to the traditional public sector bureaucrat. But it's also seen the emergence of a kind of "private sector" bureaucrat too - and they have a great deal in common.

Gladwell bores away to a captivated audience

In the public sector, you'll find a new bureaucracy devoted to measurement and monitoring. Health and environment scares provided the justification for this monitoring: from your wheelie bins, to smoking signs in thousand year old Churches, to the all-encompassing ID Card. These naturally need quangos. And the quangos need some purpose in life. So they've adopted a weird parody of commercial language: it's full of "performance targets" and "customer facing" marketing.

Simultaneously, a new class has emerged in the private sector - ironically, echoing traditional public sector rhetoric of "community" and "responsibility" and "environment". Interestingly this class cuts through different business sectors: in brand marketing are big corporations, in advertising and in the media.

You could say these are non-productive jobs in non-productive companies: the skills required to prattle on about "horizontal marketing segmentation" have very little to do with traditional sales skills, or R&D. But what they rely on are the same things the New Bureaucrats rely on: measurement and monitoring.

Add to that the traditional neurosis of Big Brand Marketing Honcho or Media Strategist - who has Bill Hicks' routine about marketing playing on a loop at 4am - for whom Gladwell provides some reassurance.

For want of a snappy description, and because it traverses the public and private sectors in a kind of League of the Clueless, I'll call this new class the vertical marketing bureaucracy, or VMB). These are people whose ambition is to speak at, or at least attend, New Media Conferences. Gladwell is their passport. And because TV and posh paper executives are now essentially part of the same vertical marketing bureaucracy (VMB) too, they're only too happy to report on Gladwell, the Phenomenon.

So there you have it. That's my theory.

Secure remote control for conventional and virtual desktops

Next page: "I'm with Stupid"

More from The Register

next story
6 Obvious Reasons Why Facebook Will Ban This Article (Thank God)
Clampdown on clickbait ... and El Reg is OK with this
BBC: We're going to slip CODING into kids' TV
Pureed-carrot-in-ice cream C++ surprise
Twitter: La la la, we have not heard of any NUDE JLaw, Upton SELFIES
If there are any on our site it is not our fault as we are not a PUBLISHER
Facebook, Google and Instagram 'worse than drugs' says Miley Cyrus
Italian boffins agree with popette's theory that haters are the real wrecking balls
Sit tight, fanbois. Apple's '$400' wearable release slips into early 2015
Sources: time to put in plenty of clock-watching for' iWatch
Facebook to let stalkers unearth buried posts with mobe search
Prepare to HAUNT your pal's back catalogue
Ex-IBM CEO John Akers dies at 79
An era disrupted by the advent of the PC
prev story

Whitepapers

Endpoint data privacy in the cloud is easier than you think
Innovations in encryption and storage resolve issues of data privacy and key requirements for companies to look for in a solution.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Advanced data protection for your virtualized environments
Find a natural fit for optimizing protection for the often resource-constrained data protection process found in virtual environments.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Next gen security for virtualised datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.