Wednesday, 28 July 2010

Dylan Loeb McClain On Popularising Chess (New York Times Gambit Chess Blog)

Just read this article - How to Make Chess Sizzle - by Dylan Loeb McClain at the New York Times Gambit Chess Blog. For those of you who are not aware Dylan has been writing the Gambit Chess Blog for the NYT since May 13, 2007. Dylan is also a published author, being a co-editor of - Kill Duck Before Serving: Red Faces at The New York Times: A Collection of the Newspaper's Most Interesting, Embarrassing and Off-Beat Corrections (2002)

Anyway back to the article in question. Basically I am in agreement with most of what Dylan writes about the issue of popularising chess. In particular, the comments by Carol Phillips, president of Brand Amplitude (a marketing company) appear to make good sense.
“In the marketing world, the buzz is all about creating community,”
“And chess has a natural community.”
“As opposed to something that you passively observe, think of ways to get people really involved — that is the goal, to get people to talk back to the brand,” she said, adding, “The first step is to think about who are these people who are so engaged and then what brands would be interested in this audience.”
The whole article is well worth a read.


Carol Phillips said...

Thanks for the shout out. It was a pleasure talking to McClain earlier this week. Chess has a big opportunity. If it were a 'brand' it would already be doing the things I noted. Carol Phillips

ALCHEssMIST said...

Thanks for your message Carol.

Your point about chess as a brand is interesting. In my simplistic understanding - chess appears to comprise a number of very different subcultures, ie bloggers, internet speed chess, scholastic (plus their parents), chess club supporters, cognitive scientists, etc. Maybe this is what makes the branding of chess so difficult.

On a different note, the work you have done on marketing and the Millenial generation is very interesting.

Best wishes.