Everything should be made as simple as possible, but not simpler—Albert Einstein
The third principle of the Culture of Conservation is to keep the message simple. Effective marketing is little more than simple messages and images repeated endlessly. Remember the earlier quote that 93% of American children can recognize McDonalds by the golden arches? I wonder what the percentage is now for the Japanese?
McDonalds sponsoring the Osaka sumo basho
Simple messages and images rise above the cacophony that is modern life. Simplicity and volume (both amplitude and amount) help messages battle through the noise. Doubt this? According to the Associated Press, BP’s been spending more than $5 million a week on advertising since the blowout. Remember BPs original simple message? Beyond Petroleum.
The American Birding Association (ABA) is stumbling through one of its cyclical deconstructions. Leaders are being ousted, budgets are being thrashed, and blame is being heaped. You would think that people who watch (rather than kill or maim) birds would be placid, investing their emotional selves in an adoration of nature. Think again. This recreation is constructed around honor (and its kin, ego), and around trust in one’s word. Hunters and anglers drag their game to the scale. Birders ask to be believed. In birding, most of what you see are for others the ones that got away.