Tuesday, May 4, 2010

bixby

As I say, eco's not my subject, but having made money at advertising agencies for three decades I do know something about branding. And one of the environmental movement's biggest problems is their main brand, "global warming."
It wasn't foreseeable at the time, the specific manifestations of human stupidity being so protean, but the strong identification with "warming" is slowing acknowledgment that we the species are fucking up. It was cold today, where's your warming now, huh huh huh.
Had we known, "global disruption" would have made for much better branding. Easily applied, for example, to the flooding in Nashville this week, or whatever not-easily-associated-with-heat-by-dummies phenomenon is coming up next: the drowning of the Hamptons or a tornado in Los Angeles, whatever.
Less formally, one could refer to Weather Wilding or Coo-Coo Climate. We need something easily graspable, between "Uh-Oh" and "ohmigodwe'reallgonnadie."
(Yes, I'm a little cranky today. It's not the heat, it's the humanity.)

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