Dustin Curtis, while giving Vizio a hard time about their marketing, hits on a very important and relevant issue:

People stopped buying computers based on specifications and features years ago. All computers sold now are practically identical in functionality. Today, people are increasingly buying computers the same way they buy cars: to define themselves.

That’s an interesting and very touchy thought, and I mostly agree with Dustin. I realize this is a very deep and personal topic and I am not going to give it the justice it deserves in this one post, but it is a topic worthy of consideration. It is the topic of people trying to be defined by their stuff. It is the consumerist culture. It is something that Chris and I talked about on his latest episode of Creatiplicity, and it is something that came out strongly in Mat Honan’s vulnerable CES article.

You can tell a lot about a man by looking at the sort of car he drives, the grill in his back yard, the phone in his pocket, or the computer in his office. But there is no right or wrong answer here — bigger and more expensive stuff is not at all synonymous with good character and high moral values. In fact, sadly, often the opposite is true.

Instead, look at how he (or she) treats his family. What is his character like? Look at his relationships and his beliefs and how he spends his time. These things — the metaphysical, the intangible — they are the true extension of the soul.

I may drive a Jeep because I’m a Colorado boy at heart, and I may own a charcoal grill because I like things “pure”, and I may own Apple gadgets because I have an affinity for fine software. So yes, you can tell a lot about me by the things I own. But they are just that — things. They can be stolen, broken, taken, and lost. They should never become distractions to the things that matter most, nor should I ever allow them to define my character, my relationships, and my beliefs.

Sadly, most of the junk mail I get these days is from companies I already do business with.

• I’ve been with my bank for a decade. I run my business finances through them, my personal checking account, a savings account, and my home mortgage. About twice a week I get a letter in the mail from them trying to sell me a new credit card or insurance package. Last week I got an application for a debit card rewards program that I am already enrolled in. Alas, as a customer, I’ve been told I cannot opt out of this junk mail.

• I’ve been getting my internet service from Time Warner Cable for 9 years. They provide the fastest internet in my neighborhood and I have always subscribed to their top-of-the-line service plan. About once a month I get a letter in the mail that says “Urgent Customer Information” on the envelope. Yet I open the letter only to find that it is junk mail, trying to up-sell me to a phone and TV package as well.

• My wife and I have been AT&T customers since 2007. We have a family plan with unlimited texting, and the expensive data plan for our iPhones. For years they sent me junk mail trying to get me to sign up for their U-Verse services. One day I finally called to look into it only to find out that it wasn’t even available in my neighborhood.

Getting junk mail and advertisements from companies I don’t do business with is annoying enough. But getting it from the companies which I have been a long-time and deeply invested customer is quite annoying.

I understand the need to make known new services and new promotions to your customer base. If TWC gets a newer and faster internet service I want to know about it so I can consider upgrading.

You would think that at the bare minimum a company would let me opt out of their junk mail, would not cry wolf by pretending their junk mail is urgent when it’s really just and ad, and would not waste our time by trying to sell me something that I can’t even buy.

Alas, these companies are not targeting me with a relevant promotion. I am simply a name on a database that they know is up-to-date because I paid my bill last month.

Blanket marketing is easy because all it takes is money — you design a flyer and send it to as many addresses as you can find. It’s like throwing spaghetti at your customers to see what sticks on who.

Relevant marketing, however, is hard because it requires thought and planning.