When Gatchaman Crowds first aired, I was undecided on what direction the series would take. The premiere episode hinted at anything from poking fun at superheroes to an odd “buddy cop” duo starring Hajime Ichinose and Sugune Tachibana with Hajime inevitably spoiling Sugune’s stodgy plans, dragging his character forward. While the latter does happen throughout the series, it’s a byproduct of Crowds‘ main focus — examining existing societal structures and social mores.
“Gel, atmosphere is . . . it’s on this planet and . . . well . . . Anyway! It was really fun when everyone came together right? That’s called a good atmosphere.”
-Tsubasa Misudachi, Gatchaman Crowds insight, Episode 1
Due to recent events in Gatchaman Crowds insight, it’s important to remember how little Gel Sadra knows and, more significantly, who he learns from.
At first clustering, or cluster analysis, may seem like sorting or separation. In reality, identifying clusters is more about pattern recognition and observing the association between similar groups of industry or potential customers. Seeing where they overlap, and where they don’t, paints a more nuanced picture of complex relationships between people or businesses that, at first, appear identical.
The current perception of traditional, so-called outbound, marketing is incredibly negative. Cold calling is a thing of the past, with the “do not call list,” caller ID, or the lack of a landline phone altogether. Most people employ ad-blockers online – even if they do purposefully disable them for sites they want to support – to rid themselves of website banners or pop-ups. Most snail mail is easily tossed into the nearest trash or recycling bin. And anyone who is asked by their company to dare and knock on the doors of people’s houses is certainly to be pitied – even girl scouts selling their well-known cookies can barely get away with this anymore.
Outbound marketing is the more traditional newspaper or magazine advertisement, designed to introduce the masses to one’s product. It’s easy to fall back on to create an initial contact point, or if one isn’t internet-savvy enough to maximize the potential of online inbound marketing. A mixture of both usually yields the best results, even with outbound marketing’s negative connotations.
Brand loyalty is often difficult to come by. If a company can convince their consumer base that a specific positive trait of one of their products extends to their entire merchandise catalogue or message, it often translates into a sales boost across the board. A favorable outlook on one product, or political value often creates a cognitive bias that extends to the entire company or party platform respectively.
This is a halo effect.