For all the money companies and agencies spend on trying to know their audiences better.
For all the systems and processes companies and agencies put in place to be reduce the friction of purchase for customers.
For all the data companies and agencies invest in and rely on to identify market opportunities they can leverage.
For all the investment in experience to drive brand consistency.
It’s amazing how simple it is for a brand to differentiate themselves from the competition … resonate with a specific audience … encourage emotional loyalty and build commercial value by simply having a point of view that is expressed by doing what people find important rather than what you want them to find important.
This brilliance is from Tesco in association with St John’s Ambulance.
Clothes that your baby will look good in and could – if the worst happens – help save their life.
No eco-systems.
No data analysis.
No additional experience layers.
No focus group idea blandification.
Just an idea where the value is undeniable to all.
A real idea. Not an ad idea.
A real idea where communication amplifies the solution rather than is the solution.
Done for real, not for ad award submissions.
Some agencies [and brands, like Timpson’s] do this sort of thing properly – for example the brilliant Tontine pillow [by the brilliant Mark Sareff] and H&M’s One Second Suit, not to mention the fact Colenso has consistently been doing this sort of stuff for decades – however if clients let their agencies partners solve problems without their dictatorial interference or obstacles … and if agencies listened to what their clients need rather than what they want them to want … we’d not only have more interesting, valuable, creative and effective agencies and brands, we’d be making more of a difference than all the pointless purpose statements put together.
I can but hope.
We all should, because it’s down to us.