Feeds

The dumb, dumb world of Malcolm Gladwell

A guru for the brain dead

Top three mobile application threats

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.

Top three mobile application threats

Next page: "I'm with Stupid"

More from The Register

next story
Sorry London, Europe's top tech city is Munich
New 'Atlas of ICT Activity' finds innovation isn't happening at Silicon Roundabout
Dropbox defends fantastically badly timed Condoleezza Rice appointment
'Nothing is going to change with Dr. Rice's appointment,' file sharer promises
Audio fans, prepare yourself for the Second Coming ... of Blu-ray
High Fidelity Pure Audio – is this what your ears have been waiting for?
MtGox chief Karpelès refuses to come to US for g-men's grilling
Bitcoin baron says he needs another lawyer for FinCEN chat
Did a date calculation bug just cost hard-up Co-op Bank £110m?
And just when Brit banking org needs £400m to stay afloat
Zucker punched: Google gobbles Facebook-wooed Titan Aerospace
Up, up and away in my beautiful balloon flying broadband-bot
Apple DOMINATES the Valley, rakes in more profit than Google, HP, Intel, Cisco COMBINED
Cook & Co. also pay more taxes than those four worthies PLUS eBay and Oracle
It may be ILLEGAL to run Heartbleed health checks – IT lawyer
Do the right thing, earn up to 10 years in clink
prev story

Whitepapers

Designing a defence for mobile apps
In this whitepaper learn the various considerations for defending mobile applications; from the mobile application architecture itself to the myriad testing technologies needed to properly assess mobile applications risk.
3 Big data security analytics techniques
Applying these Big Data security analytics techniques can help you make your business safer by detecting attacks early, before significant damage is done.
Five 3D headsets to be won!
We were so impressed by the Durovis Dive headset we’ve asked the company to give some away to Reg readers.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Securing web applications made simple and scalable
In this whitepaper learn how automated security testing can provide a simple and scalable way to protect your web applications.