Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Authenticity, Brand Suicide, Comment, Crap Campaigns In History, Crap Marketing Ideas From History!, Crap Products In History, Cunning, Egovertising, Management, Marketing, Marketing Fail, Martin Weigel, Social Divide, Supermarkets
Hello!
Yes, I’m back.
And yes, we’re in our new home.
Hell, we’ve almost totally unpacked.
Emphasis on ‘almost’.
We’ve also had more conversations with the people in the village in the last few days than we had with everyone in London, combined.
Friendly is very weird.
I remember when we lived in LA, the neighbours came and brought us ‘welcoming gifts’.
That freaked me out big time.
Fortunately England doesn’t allow for that level of intimacy, so we just had to make do with polite and interested conversation.
Anyway, I want to start the week with a post about this …
That, ladies and gentlemen, is Kraft/Heinz new product push.
Mac and cheese for breakfast.
BREAKFAST!!!
Their rationale for it is apparently that they found 56% of busy parents serve their kids Mac & Cheese for breakfast.
Now I appreciate I don’t know all the facts, but I’m calling bullshit on this.
Part of that is because I am pretty sure cereal and milk or toast is faster than making Mac & Cheese. The other part is that 56% figure lacks any context … in terms of the number of ‘busy parents’ that were asked and where.
David Lin, a friend of mine, suggested the marketing meeting went something like this:
“We can drive growth by building more occasions … we need to own breakfast”
Given the share price collapse of Heinz in recent years, I think he is bang on.
But there’s something else this news highlights.
This Kraft/Heinz brand purpose reads as this …
As a global food company, the Kraft Heinz Company’s ambition is to help end hunger worldwide.
Unless they believe the best way to achieve their purpose is to kill people with obesity, then it suggests here’s another example where brand purpose is utter shit … designed to make the board feel better about what they do without actually having to do it.
Or said another way, Martin was right. As usual.
Filed under: Attitude & Aptitude, Childhood, Dad, Daddyhood, Emotion, Family, Fatherhood, Fulfillment, Home, Jill, Love, Mum, Mum & Dad, My Fatherhood, Otis, Relationships
Nothing says privileged like an unemployed, 50 year old man moving to a new house in the country.
And I am that privileged prick, because today, we’re doing just that.
Given the terrible times people are going through, I appreciate how shit that sounds … and it is … but it’s also something my wife and I have been working towards for the last 15 years and why I sold the family home I grew up in, loved and inherited when Mum died so we could one day have this moment.
I don’t mean that just in terms of being able to afford the house – though that was a big part of it – but also because it meant my parents could feel they helped their only son create the family environment they always wished for me.
The reality is my Mum – my wonderful, beautiful, kind and compassionate Mum – told me the day before she died, that she wished she could leave more to me.
As I told her, she had given me the most amazing thing … a loving, supportive, encouraging family life and childhood.
When I was young, I didn’t know how special it was … but as I got older, I realised the upbringing I enjoyed with my parents was very different to many.
So to have that AND a house is like winning the jackpot.
I am not sure if Mum ever understood that, but I hope she did.
I hope she also understands that the wonderful family home I lived in for the first 25 years of my life and that she kindly and generously left to me, directly allowed my family to buy the home we’re moving into today.
So she gave me so, so, so much.
Plus the house has a stellar garden which would make Mum and Dad ecstatic … though I’m pretty sure they’d feel less happy about it when they see their son will have inadvertently killed everything within a month.
This is an important move for us.
Previously we knew we were only in places for a period of time, so while we settled there and enjoyed everywhere, there was something that stopped us truly connecting. Even if we bought the place we were living in, we knew we would be gone at some point so it was our temporary house … our temporary home … but this is different.
Not just because it’s in the countryside rather than the city, but because this is where we want our roots to grow. Where we want the walls to hold stories from our past and future. Where we want to be part of – and add to – the local community.
Now this doesn’t mean we will stay here forever, neither does it mean we will never move countries again … but what I can tell you is we buy this house with the view of it being our real family home.
Somewhere for the long term, not the short.
Somewhere we will always return, wherever we go.
Somewhere where Otis can blossom and connect.
And the fact we are moving into it on Jill and my 13th wedding anniversary just makes it feel even more special. At least to us.
Because of this, there will be no more blog posts till next Tuesday … we need to move, unpack and help Otis settle into his village school … another thing he’s never really had a chance to be a part of.
I have loved living in London.
I will always be a city person.
But I’m excited to experience what our first proper home, deep in the countryside, will do for my wonderful family, especially as the first thing my nature loving [and needing] Australian wife said as we got out the car to check the house out for the first time was …
“Listen, it’s so preciously quiet”.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Audio Visual, Authenticity, Comment, Confidence, Craft, Creativity, Culture, Design, Fulfillment, Honesty, Perspective, Presenting, Relationships
One of the things I find really interesting is how adland has got into the habit of providing clients with multiple options for every bit of work.
Oh I get it.
Apart from the fact there’s always more than one way to answer any brief, we want – or should I say, we need – clients to be happy.
Except it doesn’t always end up that way does it?
We make alternatives that aren’t as good as the idea we think they should buy.
Clients demand diluted versions of the work we don’t really like in the first place.
We end up getting fired because the campaign they pushed us to make didn’t work as well as they wanted.
Who are the bigger idiots?
The people who don’t buy what the experts put forward or the experts that offer alternatives they don’t really believe in?
Which is why every single person should read the story of Paul Rand – the designer who Steve Jobs turned to, to design the logo for his NeXT computer company.
Not just because it’s a brilliant story.
Not just because he didn’t even bother to turn up to the pitch, he just sent a brilliant 100 page book with his idea in it.
But because when Jobs was asked what it was like to work with Rand, he said …
“I asked him if he would come up with a few options, and he said … no, I will solve your problem for you and you will pay me.
You don’t have to use the solution. If you want options go talk to other people.’”
How good is that?
+ I will solve your problem for you.
+ You will pay me for my recommendation, whether you use it or not.
+ If you want options, go talk to other people.
While some may claim that makes Paul Rand arrogant or petulant, I would say it shows someone who knows the value of their experience … their talent and their craft.
More than that, I think it shows someone who really thinks about what idea is the right one for their client and then puts only that one in front of them.
Not countless options.
One.
A single idea that has gone through hundreds of possibilities to get to that single recommendation.
Something that has been created and crafted to answer the brief, rather than simply executed to satisfy the clients taste.
And while the article itself states the NeXT logo might not be a classic … the style, approach and attitude of the presentation certainly is.
Adland should take note.
Read it here.