Here is some discussion-worthy Eastern wisdom for you (or at least some Eastern clarity) from Tim, at BCOM:
The Japanese have been putting their cool as hell ninja-in-the-fog tilt on contemporary marketing for about 2000 years, apparently. The Japanese have two expressions which should be part of every marketing curriculum:
One is hinshitsu which roughly translates to as a type of taken-for-granted quality. This is obvious in every interaction, the quality of what is being presented must be above reproach. This is what people are employed to do and have been slaving over in an analytical way since the industrial revolution.
The other is miryoku teki hinshitsu, which refers to a type of enchanting or bewitching quality. This is the quality which kicks-in after we accept the functionality and reliabilty of a product or brand, and become emotionally involved. Miryoku teki hinshitsu appeals to our sense of elegance, our desires, our need to find meaning in what we do.
I can’t believe we don’t have names for either one on this side of the big pond. (Although “Qwan” comes to mind for the second one.)
Lessons learned today:
1) Our vocabulary is always a lot more limited than we think.
2) My gift for languages does not apply to Japanese.