The New Way of Marketing has a name: crayon

Today they let the cat out of the bag: Joseph Jaffe, Shel Holtz, Neville Hobson and C.C. Chapman (no reason for that order) have announced the name of their venture:








I think it will be very exciting to see how this shapes out.
Their office will be located in Second Life, with a big launch event on Thursday (which I most likely won't be able to make, though I haven't seen the time yet). Here is a picture of the gang in their office:

Here are some quotes:

The name derives from an analogy employed frequently by Joseph Jaffe,
crayon’s founder. The biggest boxes of crayons come chock-full of
dozens of colors, Joe notes, but most communicators (marketers,
advertisers, PR folk, corporate communications pros) seem always to
start with red, green, and blue. crayon is ready to pull any color out
of the box and we definitley will not start with red, green, and blue. (Shel)

We’re a solution provider. We’re an extension of your team. Consider us
a new breed of partner – one that keeps everyone honest and on the
right path. Our client is not the consumer: our client is the truth. (Neville)

Yes, crayon is going to operate in Second Life.
Being a global company we are using technologies such as Second Life to
allow us to work together as a team in ways we couldn’t without it. We
will have offices, social areas and an amphitheatre for events. When
you swing by I’m sure you’ll see some of the employees walking around
or socializing with others. We are not just setting up an island and
going “ooh, look what we did!” We will be using the space to run our
business. To show clients what Second Life can be to them and to
educate others. (C.C.)

In short, crayon is a different kind of company that specializing in new marketing: new marketing for a new consumer. (Joseph)

If I am not mistaken, crayonville will be a place to (finally) see somebody do it right.








Technorati Tags: crayon, crayonville, secondlife

Comments

[Dan Cresta]

Jaffee has done a nice job of parceling up all the talk about the "new way", but it seems nothing more than what everyone is talking about (and doing these days). And they are the "first company in Second Life"?? Think they shoul read a few more blogs...

[Sebastian]

Dan, I didn't write that they were the first company to launch in Second Life, so if that bugs you you should complain to them. As for the "new way" of marketing I have to say that what I know about their ventures so far they have done a great job of finding the right tool for every respective job. That's what new marketing is about. Not about who can sell a blog.

[Dan Cresta]

Yes - but they haven't actually done anything have they? And the phrase "new marketing" suggests something "new", which I see precious little of. There are many companies out there using the "right tool for every respective job".