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Interdisciplinary Studies in Marketing: Abelardo Morrell

Posted on April 11, 2008 by Kathryn Regina.

A while back I had the pleasure of interviewing Frans Johansson for a client publication. Johansson’s book The Medici Effect states that breakthrough insights occur at the intersection of fields, disciplines and cultures. With that in mind, I have been on the lookout for lessons from other disciplines that could lend a fresh perspective to the marketing/custom publishing world.

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One of my discoveries is the photography of Abelardo Morrell. A book review in Scientific American succinctly describes his process:

“As the world of photography grows ever more digitized, Morell offers a glorious and surprising reminder of its classical roots. The well-known Cuban-born photographer essentially turns a room into the interior of a camera. He blacks out the windows, leaving a pinhole opening in one of them. Because of the nature of refracted light, the scene outside the window is projected upside down into the dim room. Morell then captures the room on film with a large format view camera; exposures can take eight hours or more.”

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I saw Morrell speak at The Art Institute of Chicago, and he said that when he discovered this process he felt like he had discovered photography. Can you imagine that feeling?

Lesson: New discoveries don’t have to be technological discoveries. Or better stated: Going back to the roots of a process can be just as innovative as building on the latest technology. How did people market in the 1800s?

I’m totally blowing your mind right now.

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April 11, 2008 in Blogs, Business Marketing, Custom publication, Custom publications, Custom publisher, Custom publishing, E-Marketing, Marketing Communication, online marketing, online publishing | Permalink

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Comments

This is an excellent article. well done

Posted by: Troy Bingham | May 13, 2008 5:27:06 PM

This is one of the most incredible things i have ever seen

Posted by: Troy Bingham | May 14, 2008 10:57:45 AM

Hi! I read your post. You have a good think about marketing of business. I am very impress with you because you have caught a very good point. Here I saw great marketing video. I think marketing is the main part of business.

Posted by: geomarketing | Dec 22, 2010 5:12:00 AM

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