Have you heard of the Huldufolk?

The Huldufolk are the Hidden People of Iceland, and interestingly enough, the Icelandic people exhibit a wide range of perspectives of them: Children consider them a fairy tale, adults think they are a cultural manifestation of nature, and physicists believe they could exist in another one of the eleven dimensions. Most Icelanders will not deny their existence, but if you can’t see something, does that mean that it really doesn’t exist?!? 

 The apparent intangibility of marketing is similar. You may never know which of dozens of promotional programs led to your first purchase of a favorite product, but the repetitive and somewhat subliminal messages of those campaigns most definitely had an effect on your purchase. And although it’s difficult to correlate a direct Return on Investment on one particular marketing campaign, the series of campaigns have a definite overall impact. That’s why the best organizations actually increase their marketing spend when the economy slows down. They can pay less for more exposure, and they know that this will help their business increase when the economy picks up.

So you see, marketing programs may at times seem hard to quantify, almost as if they are non existent. But like the Huldufolk, they’re just operating in another dimension that will eventually be obvious to anyone paying attention.

That’s it from here. Hope your summer is a relaxing one.

All my best,


PS As many of you know, my sister Nisha has a documentary titled Huldufolk 102* premiering in NYC this coming Sunday. Set against the backdrop of Iceland’s breathtaking rural landscapes, it explores the country’s incredible attitude towards a supernatural phenomenon most of us associate with Walt Disney, J.R.R. Tolkien and five year olds. Nisha’s film tackles parallel universes, fairies, elves – all things three feet tall. Farmers and academics, politicians and priests, the young and old, the superstitious and the rational – bear testament to the survival of this ancient folkloric tradition in Icelandic society. The film explores the concept of belief. Just because you cannot see something does not mean it does not exist. Paraphrasing one Nisha’s professors featured in the film – “Just because we cannot see radio waves; does not mean we cannot hear the music that comes out of the radio..” Nisha’s trailer is available on www.huldufolk102.com, or if you’re in the NYC area this weekend, checkout Huldufolk102 NYC Premiere.

“Just because you can’t see radio waves doesn’t mean music isn’t played.”  
Hfran Gunnlaugsson-film director from Iceland

This entry was posted in Newsletters and tagged , , , , , , , , , , . Bookmark the permalink.

Leave a Reply

Your email address will not be published. Required fields are marked *