Why Bibliosexual?

A long time ago while working in public libraries in Sydney and with too much time to spare i read a book that featured a character described as a “bibliosexual”. It meant he was literally sexually stimulated by the smell and touch of a book. Any book. Regardless of content. Just like Marshall McLuhan said the medium was more important than the message.

NO this is not a sex site. But that thought that we are often more convinced by the medium/channel/format than the actual content has always remained with me. And during my three plus decades in the advertising, marcoms, market research world it has been the framework of my trying to help brands understand how people think and act, how brands need to recognise what really matters to those people and how we design and fill the content and mediums to reach people.

Whether it is helping companies understand what really matters when looking at the positive side of an ageing Asia, or developing podcasts, webinars, speeches, workshops to help people and brands understand what is happening or telling my toilet or underpants stories my approach is always the same. We are all attracted to certain mediums, brands, ideas for reasons that physical, often not logical, and equally often based on some form of titillation or stimulation. We all get over excited about things that to others may seem to have no real attraction  : WE ARE ALL BIBLIOSEXUALS.