Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Communication Strategy, Confidence, Content, Context, Creativity, Fake Attitude, Marketing, Marketing Fail
This is kind of an addition to the post I wrote a week or so ago.
You see I recently read a business magazine and almost every article – and I mean EVERY article – had a story about a company that was obviously trying to position themselves as ‘against the ordinary’.
Now while I appreciate anti-ordinary can be manifested in many ways, I couldn’t help but think that all the brands featured were selling products that were the epitome of ordinary.
Now there’s absolutely nothing wrong with that.
Ordinary is both misunderstood and underrated which is why I think it would be great if a company actually embraced and celebrated that’s what they did … however in the context of the companies featured in the magazine, they were suggesting that what they did elevated them beyond all comparison.
I get why they would want to do this.
I get the commercial value of being seen to do this.
But if you’re going to claim it, your products and brands should demonstrate it and in the great majority of the companies featured in the magazine, the absolute opposite was true.
There are probably a ton of reasons for this.
From the ego of management to the job protection strategies of the people below them to the revenue fear of the agencies they work with … but that still doesn’t escape the fact the stuff they made was about as bland as a beige Volvo.
To paraphrase that old joke, isn’t it disappointing the people who know how to create extraordinary products and brands decided to end up making beige and boring instead.
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Is this when you insulted the brand on stage without knowing the CEO was in the audience?
Comment by George November 7, 2019 @ 6:43 amErrrrrm yes. And it’s not the first time it’s happened.
When will I learn?
Comment by Rob November 7, 2019 @ 7:17 amI think it is safe to say that in some areas, you will remain happily in mischievous ignorance.
Comment by George November 7, 2019 @ 7:20 amalso known as being a prick.
Comment by andy@cynic November 7, 2019 @ 3:34 pmYour last sentence burn is particularly excellent.
Comment by George November 7, 2019 @ 6:44 amStill got it.
Comment by Pete November 7, 2019 @ 7:03 amUnfortunately.
Comment by Bazza November 7, 2019 @ 7:38 amAs I am sure you’ve written before, the ad industry ruined the meaning behind words like “revolutionary” which is why we see so many beige Volvo’s branded as rocket ships.
Talking of beige Volvo’s, am I wrong in thinking you once ruined a long term friendship because of one?
Comment by Pete November 7, 2019 @ 7:03 amYes he did. I am ashamed to admit I was also involved. Our collective lack of self awareness and consideration cost us dearly. Thankfully things are good now, but it was touch and go for a long time which contributed to my distain for old, beige, Volvo’s.
Comment by George November 7, 2019 @ 7:14 amYep. As George said – it wasn’t our finest hour – but mainly because of incredibly bad and insensitive timing because what we did was hilarious. Ahem.
Comment by Rob November 7, 2019 @ 7:19 amThat’s right Rob, blame the timing.
Comment by Bazza November 7, 2019 @ 7:37 amWell it was. And our stupidity.
Comment by Rob November 7, 2019 @ 7:55 amI haven’t heard this story.
Comment by Lee Hill November 7, 2019 @ 8:03 amRemind me when I next see you.
Prepare for disappointment.
Comment by Bazza November 7, 2019 @ 10:21 pmThe irony being Volvo is now one of the most interesting and bold car manufacturers in the world.
Comment by Bazza November 7, 2019 @ 7:36 amThat’s a good point.
Wake up calls tend to happen when you’ve hit rock bottom – but even then, many don’t realise it or don’t want to so the recognition of their situation and the pragmatism of the route they chose should be celebrated.
Comment by Rob November 7, 2019 @ 7:54 amhow much fucking further do you have to fall campbell?
Comment by andy@cynic November 7, 2019 @ 3:35 pmRob’s shame defies the law of gravity.
Comment by Bazza November 7, 2019 @ 10:22 pmWell said.
What is impressive about Volvo is they chose to challenge the industry at large, not just their own behavior and habits.
Comment by Lee Hill November 7, 2019 @ 8:14 amMany companies mistake organizational ease for revolutionary change.
Comment by George November 7, 2019 @ 9:17 amIs this why you drive an Audi?
Comment by John November 7, 2019 @ 2:22 pmno. thats because hes a fucking wanker.
Comment by andy@cynic November 7, 2019 @ 3:34 pm