Mike Stopforth

Perhaps you own one. I don’t. I barely write anymore – most of my thoughts get hammered out on a keyboard or spoken directly into a digital recorder. But I’m intrigued. Not by the odd Moleskine-bearer strolling nonchalantly around Melville or Rosebank (I usually dismiss them as artsy-types), but rather by the phenomenal online following the ol’ Moleskine brand enjoys.

The Moleskine (pronounced mol-a-skeen-a) is simply a brand of notebook manufactured by Modo & Modo, an Italian company, bound in oilcloth-covered cardboard (Moleskin) with an elastic band to hold the notebook closed and a sewn spine that allows it to lie flat when opened. Not particularly high tech, or particularly sexy, for that matter. The pocket notebook’s reputation has grown in stature through the endorsements of the likes of Bruce Chatwin, Neil Gaiman and Pete Doherty, and rumour would have it that the Moleskine was a favourite accessory to the likes of Picasso, Hemingway and Van Gogh.

Whether all the folklore is verifiable or not the Moleskine brand, through its product’s minimalist design and stylish simplicity, continues to enjoy a formidable, almost cultish following. I’ve never heard Moleskine notebooks advertised on the radio, nevermind on the telly, and yet everyone who’s anyone either owns one or can tell you something about them. That’s exceptional - the immense power of viral marketing, personified by a wad of blank pages.

I was interested to hear Jackie Huba of the Church of the Customer blog talking about her Moleskine-fetish, and she listed some fascinating links to some of the more fanatical Moleskine Evangelists in the online world. Moleskine blogs, a MySpace site and even a comprehensive Wikipedia entry (from which, just by the way, I got most of the information for this article). All this free marketing by unpaid, enthusiastic citizens, who believe in the unobtrusive allure of an overpriced notebook.

How many citizen marketers does your brand have?

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