tag:blogger.com,1999:blog-110647812011-12-29T03:54:07.725-08:00The Curator Effect explains how profound shifts in consumer expectations mandate new business rules in eliciting consumer trust.Steven Addishttp://www.blogger.com/profile/05346545500606993632noreply@blogger.comBlogger161100tag:blogger.com,1999:blog-11064781.post-40943538753194738562007-10-02T23:59:00.000-07:002007-10-03T00:14:39.072-07:00

Magazines must keep an ethical separation between editorial and advertising. Obviously, we wouldn’t want advertisers buying flattering press coverage with their advertising money. But, what about the reverse? Should the editorial ethos of a magazine influence which ads it includes? Recently, I was reading the Jul/Aug 2007 issue of GOOD magazine. Lots of articles about waste management, how much

Steven Addishttp://www.blogger.com/profile/05346545500606993632noreply@blogger.com1tag:blogger.com,1999:blog-11064781.post-81295503402684257332007-09-30T22:18:00.000-07:002007-09-30T23:05:12.797-07:00

I took the summer off from the blog and presented Curator Culture at a few conferences. I also spent time writing a longer format article that I'm providing in its entirety here. Advertising Age published a version in its July 16, 2007 CMO Strategy column.CURATOR CULTURE By Steven AddisMarketers are scared. YOU were named as Time Magazine’s Person of the Year and CONSUMERS took the nod as

Steven Addishttp://www.blogger.com/profile/05346545500606993632noreply@blogger.com1tag:blogger.com,1999:blog-11064781.post-75555624169708212952007-03-06T20:17:00.000-08:002007-03-06T21:54:55.003-08:00

Credibility is a key element in activating the Curator Effect. Consumers reward the brands that speak to them. The more direct the dialogue, the deeper the connection. Perhaps the most important tool to inspire evangelism and word-of-mouth is finding your niche. This means knowing what business you’re in, knowing your audience, and demonstrating that you authentically understand them and even

Steven Addishttp://www.blogger.com/profile/05346545500606993632noreply@blogger.com1tag:blogger.com,1999:blog-11064781.post-1165385781488814492006-12-05T21:39:00.000-08:002006-12-07T16:18:18.123-08:00

I grew up with three networks: NBC, ABC, and CBS. Fox came along later. Then cable drew me away from the networks and, today, I rarely set my TiVo to network programming. Websites such as YouTube and Blinkx are networks for the new attention spans. But, the first "network" that comes to mind for most today is their network of friends (online and off). When describing their success drawing young

Steven Addishttp://www.blogger.com/profile/05346545500606993632noreply@blogger.com1tag:blogger.com,1999:blog-11064781.post-1165213961465883282006-12-03T22:32:00.000-08:002007-03-22T00:04:25.903-07:00

The people who effect change these days are the influencers who pay attention and care enough to tell others. Blogging is one of their most potent tools as they curate ideas, products, services, and what's right and wrong with society. I predict that it will be the blogs, for example, that uncover the scandal of what's in the packaged foods we eat. One of my recent posts included the unfortunate

Steven Addishttp://www.blogger.com/profile/05346545500606993632noreply@blogger.com1tag:blogger.com,1999:blog-11064781.post-1165006821909310212006-12-01T12:53:00.000-08:002006-12-04T01:42:33.830-08:00

Sitting in Apple’s new Fifth Avenue store at 1am a few weeks ago, it struck me that the people were not shopping as much as just being. The space felt more like a progressive public library or piazza, than a retail store. Rather than controlling the experience, Apple simply facilitates it. There’s clearly something quite different here. People are free to surf the net, take photos (something that

Steven Addishttp://www.blogger.com/profile/05346545500606993632noreply@blogger.com0tag:blogger.com,1999:blog-11064781.post-1164149500477216772006-11-21T14:51:00.000-08:002006-11-21T17:05:28.613-08:00

How fragile is trust? Everywhere you turn, there’s another lie exposed. I don’t think there are more liars today, it’s just easier to expose them. People now have the power to combat those that mislead, helping others wade through the din of marketing noise. There’s a new generation of muckrakers helping us decipher fact from fiction. In the last post, I referenced an NY Times article about a

Steven Addishttp://www.blogger.com/profile/05346545500606993632noreply@blogger.com0tag:blogger.com,1999:blog-11064781.post-1162794377822270462006-11-05T22:24:00.000-08:002006-11-17T16:25:11.613-08:00

We’ve entered the age of authenticity. Marketers can no longer rely on consumers believing what they hear. The curator effect cuts both ways. We reward the sincere and expose the disingenuous. So, what about the food industry’s trend toward healthier products? I fear that screaming “natural,” “organic,” or “multi-grain” gives consumers permission to indulge in these so-called healthier products.

Steven Addishttp://www.blogger.com/profile/05346545500606993632noreply@blogger.com0tag:blogger.com,1999:blog-11064781.post-1161330114336164262006-10-20T00:40:00.000-07:002006-10-20T00:45:12.736-07:00

The evolution of the Toyota brand is one of the best examples of the Curator Effect. Rather than stretching a master brand to the point of dilution, it demonstrates its grasp of its limitations. Instead of attempting to upscale the brand beyond credibility, it launched Lexus. Knowing that the Toyota brand doesn’t (and shouldn’t) have the street cred to appeal to urban youth, it launched Scion.

Steven Addishttp://www.blogger.com/profile/05346545500606993632noreply@blogger.com0tag:blogger.com,1999:blog-11064781.post-1160977300587069562006-10-15T22:37:00.000-07:002006-10-16T11:56:33.960-07:00

It’s easy to see the role we all take as curators on behalf of each other. Peer review sites play an obvious curatorial role. Retail stores such as Apple and Whole Foods curate physical retail spaces for their customers. But can a single product brand be a curator? The primary tenets for a successful curator are:- know your audience intimately- have a clear, consistent, relevant, and sustainable

Steven Addishttp://www.blogger.com/profile/05346545500606993632noreply@blogger.com0tag:blogger.com,1999:blog-11064781.post-1160118784989485842006-10-06T00:11:00.000-07:002006-10-06T00:13:04.990-07:00

I've spoken of the brand ecosystem that Apple provides -- that they stock directly competitive products right next to their own. This tells consumers that Apple has their best interests in mind and is happiest when their customers are happy. This is where the power of the Curator Effect is best leveraged. When consumers trust a brand's authenticity, they look to it in ways that extend beyond its

Steven Addishttp://www.blogger.com/profile/05346545500606993632noreply@blogger.com0tag:blogger.com,1999:blog-11064781.post-1160118336797620732006-10-05T23:32:00.000-07:002006-10-12T16:44:42.226-07:00

Awhile back, Trendwatching.com posted this piece on what they call Curated Consumption. It speaks to the rapidly growing number of books, blogs, opinion sites, and magazines editing the vast array of product choices in the world. It touches upon the fact that consumers are open to brands they trust curating on their behalf.

Steven Addishttp://www.blogger.com/profile/05346545500606993632noreply@blogger.com0tag:blogger.com,1999:blog-11064781.post-1159168348427942882006-09-25T00:03:00.000-07:002006-09-25T00:16:45.970-07:00

"Curator" has popped up in the context of journalism: Editors as "Curators" of New Journalism. Found this on Craigsblog.

Steven Addishttp://www.blogger.com/profile/05346545500606993632noreply@blogger.com0tag:blogger.com,1999:blog-11064781.post-1158131948888170842006-09-13T00:17:00.000-07:002006-09-22T22:41:25.203-07:00

I wrote a precursor to this concept called Curator Economy of this concept that was published on TalentZoo.com in early 2005.

Steven Addishttp://www.blogger.com/profile/05346545500606993632noreply@blogger.com0tag:blogger.com,1999:blog-11064781.post-1157841320463140982006-09-09T15:35:00.000-07:002006-12-01T16:57:45.570-08:00

Marketing began with word-of-mouth before we had the media tools to communicate with millions at time. Then, with radio and television, marketing became one-way communication where marketers controlled your expectations of their products. Today, we are reconnected — just as we were connected before mass communication. But, this time, geography has little to do with that connection. Instead, we're

Steven Addishttp://www.blogger.com/profile/05346545500606993632noreply@blogger.com0tag:blogger.com,1999:blog-11064781.post-1109291273928721722005-02-24T16:27:00.000-08:002006-09-22T17:25:39.966-07:00

Welcome to the Curator Effect blog. I'm Steven Addis and this blog will share the building of an article on what I call the Curator Effect. Essentially, this refers to the shift from traditional marketing tools to a far more open dialogue with consumers. This has tremendous consequences for brand management.

Steven Addishttp://www.blogger.com/profile/05346545500606993632noreply@blogger.com0