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"Grocery Store Wars" Speaks To Radically Different Worldviews

The premise of Seth Godin's latest book, All Marketers Are Liars, is that marketing is about telling a story to people who have the worldview that will make the story--and thus products--compelling to them. There's real money to be made, Godin claims, in finding unlikely worldview combinations and creating products and stories that speak to people with those worldviews.

So today, I ran across this brilliant video: Grocery Store Wars. It tells the story of Cuke Skywalker and Obi-Wan Cannoli, and their attempts to "restore balance to The Farm" (i.e. encourage consumers to choose organic food over chemically-enhanced food).

As I was watching the video (and laughing out loud), my mind was racing. Which grocery chain would be brilliant enough to tell a story that would appeal to the market segment whose worldview has been shaped by Star Wars and an awareness of food? Whole Foods? Trader Joe's? Wild Oats?

Not even. Turns out it's the Organic Trade Assocation. It will certainly raise awareness about organic foods, which is the OTA's mission. If I'm working in corporate at a big organic supermarket, though, I get in touch with the folks who conceived of and produced Grocery Store Wars, Free Range Studios, stat. The video is super creative, speaks to an interesting segment of the market, has pop-cultural relevance, is viral as hell, and will be good for business. Also, it will go down in history as one of the better Star Wars parodies ever made.

So, go watch it!.

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Hi, I'm Kareem Mayan. I co-founded eduFire, an online video tutoring company.

I've done time at ESPN and FIM.

I advise WorldBlu, helping them build democratic companies.

I moderated a council for Creative Good.

And, I helped bring Barcamp, a technology un-conference, to LA, which is where I live. I am now living and working in cool cities around the world.

More about me.

Opinions stated here are mine alone.

Contact: blog -at- reemer


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