As usual I was checking up on the latest news from Seth this week. At the same time a video made it’s way into my life stream. It might be against better judgement to post that video here but hey, you really really need to see it. I do not care that the reach and exposure increases.
This video from IT-consultancy Enabling is exactly what Seth Godin refers to as short term capitalism. In the short term this kind of chauvinistic, exposure increasing, potentially viral video might give them some benefits. But as Seth says, in the long run, this video will stay with them and only the management team can tell us if this is the legacy that they want to leave to the world. A company that diminishes women to dancing eye-candy in skin tight teddy underwear and that screams more three letter acronyms than what could fit in this classic MP3 about the consulting company that used to be another consulting company.
From a branding perspective this company has completely bought into the old but incorrect notion that all attention is good attention. That might have been true in the fast moving consumer good market of before but in our current connected and interactive world, this does no longer hold true. Especially not for companies that actually claim to sell complex value add IT consulting services. Today, any branding activities must be measured against the brand strenght box at the very top of this post. This company has certainly succeeded in two dimensions, reach and differentiation. About 13k views on Youtube is actually quite good for a small consultancy and they are certainly different from any other IT-consultancy. The question is whether the difference is something that is good for business because in the third dimension, relevancy, they have completely missed the target in my honest opinion.
Beware the first time that they meet a female IT-manager that don’t buy into BLING.




