Beyond the information BigBang… there’s a meaning!


For ages information was scarce, exclusive and accessible to few. Its value was high and people were ready to make efforts to reach for it. The powerful search engines on the web still witness the hypothesis that information needs to be found. The foundations of this approach are based on the paradigm that information is objective and has an independent existence.

In to day’s internetworked world, information supply is exploding where as demand for it not necessarily is hence remains more or less stable. The standard law of supply and demand applied to this situation tells us it is obvious that the value of information drops to dramatic lows. Worse, the overflow of information becomes pure noise and its value negative.

????????????????????????????????????????????????????????????????????????????????????????????????From a marketing point of view this means companies have to understand that it is no longer sufficient to provide “information” believing that who needs it will find it.  Acting as such companies are only adding an extra load to the information overdose and create aversion instead of sympathy.

In order to communicate efficiently companies must foster the creation of meaning. Information on its own is insufficient though it is an important ingredient.  Companies need to bring information to a subjective level in order to create meaning and thus make it work for them. This subjective level is the customer and his world. He only is able to create the meaning companies try to provide.

There are different ways on how to apply this insight. Let me name just a few examples.  Websites can avoid confronting their users with useless information based on the knowledge they have of their customers’ behaviour on the website. Technology companies can translate technology into the customer’s user environment. If companies fail to do it their communication will become noise and customers will walk away from it.

to your success!

About Bart Norré

Marketing and strategy are my passion since more than 25 years I perceive marketing as a profound human dynamic: emotions are the core subject of marketing. That’s why I am strongly interested in Neuromarketing and NLP. I love start-ups and believe in pioneership. As an executive manager I was involved in two famous start-ups in Fribourg, Switzerland. The IMTF group that evolved from 7 to 250 headcounts during my leadership of the company’s marketing strategy and Dartfish SA that has today sold more than 150’000 licenses of the software conceived and marketed by the department I led. 2003 I understood that my proficiency would bring more to society if it would become available to more than one company at once. The 3rd of March 2003 (03.03.03), TM Tandem Marketing was born with the mission to deliver integrated services and coaching to SMB’s. I love to share my passion and beside my two blogs (French and English) I teach at the School of Management in Fribourg and the University of Applied Sciences and Art of Western Switzerland.
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