Consumers these days are so inundated with shiny ads and gadgets that often the most effective way to communicate to them with impact is to go back to the basics: a barbecue and slip 'n slide for rent in the heart of Manhattan.
Likewise, if competing brands all say they have the lowest price or the best deals, obviously only one claim can be true. The rest are stretching the truth. How do consumers find out who is telling the truth?
In the meteoric rise of the deals industry, local merchants have found that they receive once-and-done boatloads of deal-seekers. It's a world set up for the deal providers' success, not the local merchants,' and it must change.
What makes you buy a book? Is it different from what makes you watch a movie? It seems so, because it's so private -- just you and the bookseller or librarian -- or, these days, as likely, your computer.
The gathering here is an example of the way politics is changing, as supporters both use and bypass mainstream media and traditional political groups, mixing online networking with old-style street demonstrations.