A hologram contains every piece of image information in every piece of the hologram. Are you trying to do the same thing with your marketing? As budgets have become tight, I see many clients trying to do more with less. There is nothing wrong with this in principle. Getting value for money is a good way to do any kind of business. Unfortunately, this often takes the form of trying to do everything with everything. These marketers are trying to make each piece of marketing communicate every marketing message. This is what I mean by "holographic marketing". A hologram contains all information in every part of the hologram. Similarly, the marketers are trying to create marketing pieces such that any one of them can stand alone. And this is, of course, the fallacy. Marketing and communication pieces don't stand alone. Indeed, they can't. Good, effective marketing is a conversation—to be sure, one with a point. A conversation doesn't happen all at once, in the blink of an eye. It takes time to unfold. Time is the crucial element. Holographic marketing wants everything to happen immediately. The entire communication process is supposed to begin and be done all at once. Proper marketing realizes that the road to engagement, sales, etc. means that, in the conversation, the proper things gets said at each moment. In this way, marketing is temporally extended and discursive. It's a process. (It's becoming, not being.) So, when you're considering your marketing pieces, don't consider each one in isolation. Instead, consider them all together as part of a system. Ask yourself, "what conversations can be supported with all these materials?"