The Friday Breakthrough is Ottawa’s weekly roundup of some of the Internet’s best marketing and social media articles for a less-than-intense day at the office.
1. Clotaire Rapaille is a fascinating character in the world of marketing. He is currently working for a “completely neurotic” “sadomaschist[ic]” client with a “primal reptilian core”… aka Quebec City. His words, not mine, I assure you. The Globe and Mail reports that Rapaille is getting a $300,000 paycheque for his analysis of the city and a resulting strategy to give its image a facelift. That’s a whole lot of money, but apparently this guy gets results. Some happy customers include Dubai and Signapore. The website for his company “Archetype Discoveries Worldwide” describes his “Archetype Studies” approach: striving to find the answers to the question “why do people do what they do?” by combining “a psychiatrist’s depth of analysis with a businessman’s attention to practical concerns”. Want more of an explanation? So do I. However, according to the Globe and Mail’s article, “it can cost as much as $135,000 to get information contained in the studies has has already done”. Fascinating.