My dad, a fabulous writer, used to tell me never to underestimate the power of a good editor. Ain’t that the truth! While editing used to be a talent reserved for the literate, today it’s a role being played by brands in the modern marketplace. With an excess of choice and an explosion of information, we’re all challenged these days to make it through what used to be the simplest of tasks. We’re drowning in brands, retail channels, media choices, an ocean of constant communication, and blather. We’ve got all the information in the world to make smart choices (more on this another day, as true transparency has reached the marketplace - corporations look out!), but we’re left without the time, desire or the sheer capacity to wade through it all.
How’s an informed, intelligent consumer to make a decision?
Trust the editor!
It used to be we sought human consumption editors. Oprah is a perfect example. An Oprah book recommendation could turn a dusty orphan paperback into a bestseller in a matter of minutes. Her Christmas Wish List is legend. And her disownership of the beef industry put prices in a free fall. (Ah, the editors can give and also take away. More on that another day.) When Oprah spoke, we listened. And followed. And bought.
Today’s consumption editors are often less human, but equally powerful, authentic and single-minded — they are brands and retailers. When Starbucks promotes a CD or a movie, its millions of coffee addicts (me included!) pop it right on the Starbucks card. The Buck has become not merely a source of caffeine, not even a simple third place, but a trusted arbiter of taste for those of a certain age (again, me included!). Rather than sort through the thousands of CDs at my local Target (assortment selected based on billboard sales, not “ear”) or the millions of songs available on iTunes, I go to the retailer I trust to make a recommendation.
My other music editor is Pandora. And she’s a natural! Pandora, an internet streaming radio (for those not in the know - www.pandora.com), makes music recommendations based on my own musical preferences. It’s a personal editor (much like a personal shopper, but not on commission!).
Daily Candy, one of my favorite email newsletters, sends out edited information every day about what’s hot. This weekend, my husband and I will be dining with Ghetto Gourmet, an exclusive underground supper club, based on their recommendation.
Which leads me to Wal-Mart. Awkward transition, but the point is, Wal-Mart is missing the boat. Wal-Mart still views themselves by the old school retail model of an assortment provider, not an editor. They offer stuff cheap. That’s their value proposition. That’s their positioning. That’s their message. They could be a discerning editor of value. They could offer families what they need and want, at the best possible price known to humankind, based on their unbeatable, unassailable, untoucahble ability to work over the manufacturer (if you know what I mean), but instead, they don’t edit a thing. It’s just stuff. Cheap.
Perhaps they need to edit themselves?
