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Exploit the Levitt Write Cycle

The ancient Celts are renowned for very many things—wonderful art, conspicuous consumption, commercial acumen, dipsomaniacal predisposition and a distressing tendency to discard their clothes before charging buck-naked into battle (Eagleton, 1999). Although the latter two traits are not unknown among today’s marketing strategists, three additional Celtic characteristics are particularly pertinent to the modern marketing condition. These are: (1) a cosmology predicated on the precepts of cyclical time rather than linear time; (2) a hierarchical social system in which bards, poets and storytellers played a prominent part; and (3) a deep suspicion of the written word, coupled with an unwillingness to write things down in a conventional manner (Davies, 2000). At first glance, these traits seem to have nothing to do with marketing. With its underpinning ethos of new-and-improved, onward-and-upward, things-can-only-get-better, marketing’s preferred temporal trope is linear rather than cyclical. Marketing, moreover, is a place where science holds sway, where hypothesis testing is de rigueur, and where there’s no room for poetry, storytelling, bardolatory and analogous frivolities. The written word, similarly, plays a prominent part in the lives of every single marketing scholar—those who want tenure, anyway—and the vast majority of practitioners, most of whom spend inordinate amounts of time writing or editing marketing plans, mission statements, sales brochures, advertising copy, interdepartmental memos, emails and text messages (Simmons, 2003). Closer inspection, however, reveals that all three Celtic characteristics are highly relevant to modern marketing understanding. Cyclical conceptualizations, such as the Wheel of Retailing, the Wheel of Branding, the Fashion Cycle and the Product Life Cycle have long been an important part of marketing’s academic arsenal. Storytelling is central to marketing ideology, not least the three eras myth—production era, sales era, marketing era—that is recycled in the opening chapters of every principles textbook. Writing, too, is something that marketers are surprisingly reluctant to discuss, even though it is one of the keys to professional advancement and personal reputation building. As Brown (2005, p. 3) observes, ‘Writing...is rarely given much thought by the marketing community. It is considered a chore, an obligation, a tiresome task between completing the research and seeing it published’. While many might concede that cyclicity, bardology and literary reticence are part of marketing’s rich textual tapestry—a small part, to be sure—it can be contended that the foundations of modern marketing rest on these three primordial Celtic premises. The proselytes