Filed under: A Bit Of Inspiration, Attitude & Aptitude, Communication Strategy, Creativity, Marketing
OK, I openly admit that is the worst post title ever.
But hang in there.
The reason I said it is because – let’s be honest – our industry can talk a lot of shite.
Not only that, we can – and often do – spend an inordinate amount of time ‘discussing’ stuff that should be pretty simple and obvious to solve/decide.
I have a friend who found himself spending 2 years of his life – TWO YEARS – sitting in various meeting rooms around the World, listening to his clients discuss whether the word “refreshing” should be included in their brand onion.
For a water brand.
No, seriously.
Even after doing this job for almost 30 years, I still haven’t been able to work out if the mind-numbingly relentless monotone of discussion is due to internal politics or individuals who realise that stopping decisions actually generates greater revenue.
However, while the way many go about this stuff can be rightfully ridiculed, the reality is the issues being discussed are often important – at least from a brand perspective – which is why the next time someone say’s brand hierarchy is a load of bollocks, show them this …
Just make sure you then don’t spend 2 years discussing what the right bloody answer is.
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Brilliant. I will steal this Robert.
Comment by George March 21, 2017 @ 6:27 amWhat’s even more brilliant is this happened this year. Rob is entering an new phase of topical not topical blog posts.
Comment by DH March 21, 2017 @ 6:32 amit must be some sort of accident.
Comment by andy@cynic March 21, 2017 @ 6:46 amDefinitely an accident. It won’t happen again.
Comment by Rob March 21, 2017 @ 7:53 amWhy would you be a friend with someone who is willing to waste 2 years of their life on a brand onion? Whatever that is.
Comment by DH March 21, 2017 @ 6:34 ambrand onions are like the sex registry. designed to let others know youre a fucking wanker.
Comment by andy@cynic March 21, 2017 @ 6:46 amBrand onions are a bit like comms planners … a terminology and pseudo expertise designed to create profitable disciplines from things that we already did perfectly well before they existed.
And as for why would I be friends with them? Beggars can’t be choosers Dave.
Comment by Rob March 21, 2017 @ 7:55 amMore like you think he’s your friend but he doesn’t think you’re his.
Comment by DH March 21, 2017 @ 9:09 amIsn’t that communication design?
Comment by John March 21, 2017 @ 6:36 amDesign that shows that emphasising the brand hierarchy is a bad idea.
Comment by John March 21, 2017 @ 6:39 amBut I’m probably missing the point as usual.
Comment by John March 21, 2017 @ 6:43 amwhat the fuck are you on about?
and its none of this shit its common fucking sense. focus on what the fuck you need someone to focus on. thats it. and if theres a hierarchy, 99% of the time its because youre an egotistical fuck.
Comment by andy@cynic March 21, 2017 @ 6:45 amThat’s what i meant to say.
Comment by John March 21, 2017 @ 6:47 amThe cult of design thinking.
Comment by Pete March 21, 2017 @ 7:17 amFunny, I was with someone yesterday talking about design thinking. And you’re right, it’s achieved cult status … and while it is definitely valuable and useful, it has taken on almost mystical powers, where some assume it can solve everything when at its heart, it’s simply understanding your audience and understanding how they operate/think in certain situations.
Comment by Rob March 21, 2017 @ 7:56 amYou certainly know how to have a wild weekend.
Comment by John March 21, 2017 @ 8:04 amSo what will you tell the next client who asks you to “make the logo bigger”?
(I once had this request from a small Scotsman, who said: “Can we no make it a big bigger? It’s a wee bit discreet, don’t you think? Like a vicar’s fart!”)
Comment by Ian Gee March 21, 2017 @ 11:16 amYou’re turning into John Dodds very quickly Ian. Haha.
Comment by Rob March 21, 2017 @ 1:06 pm