Marketing In the News : The Glitch

Get The Glitch

I found an article in Adweek that wasn't necessarily specific to a certain company's marketing campaign, but more of an over-arching use of a marketing technique. This technique has been named Glitch. 

In the article, David Griner the author, discusses the popularity and effectiveness of using Glitch as a way to catch customers and clients. He explains exactly what Glitch is in these words : "Known as “the glitch,” the visual of a pixelated or off-register image has firmly become part of modern design culture, defining the newest chapter in the art world’s eternal fascination with distress, deconstruction and the eerie beauty of imperfection" I couldn't have said it better myself, or even disagree considering that, as a student and citizen of a fairly up-to-date small town, but college influenced commnity, distressed jeans, worn-in shirts and shoes and the like are a common visual seen on the streets almost everyday. 

Griner explains however, that using the Glitch not only sets your product apart from something "regular", but it creates a deeper story. Something sentimental that the consumer can relate to in this fast and wounded world. He showed Adidas exclusive soccer cleat ad, which was under the motto of "break the pattern" advertising their clear which is called The Glitch. 

I would say that the marketing challenge in using the Glitch technique is to keep it fresh and while still able to use any imperfections as leverage. 

The value proposition is being futuristic while maintaining retro tech at your fingertips. Time travel comes natural when you're in Glitch mode. 

I learned that there is actually a name for a specific marketing technique that I personally have enjoyed and been inspired by for years. It's neat to see how this particular strategy can be used in apparel, shoes, technology and in art and art media. This article also made me think about how important it is to research and really look at your competitors marketing techniques so you can properly assign yourself to a niche and effectively set yourself apart. 

It made me think of the Purple Cow and how even though everyone may be using a technique, if you dare to throw it out there and risk being "imperfect" you have a better chance at catching a larger casting of fish. 

"When you have a disharmony in design, it becomes more interesting and stands apart from everything else." -David Griner