Filed under: Advertising, Audio Visual, Brand Suicide, Context, Creativity, Design, Distinction, Marketing Fail, New Zealand
Over the years, I’ve written many an ode to design.
Not just because Jill is a designer, but because I believe the discipline has demonstrated its power to create change of cultural opinion and behaviour to a much greater extent than the ad industry has achieved.
From making sound, visual … pasta, stylish … to a nations pain, united … it has consistently found ways to answer problems that deeply connect to our soul.
Hell, they even found ways to encourage inclusivity that doesn’t make bigots and Tories scream we’re in a world of woke.
Incredible.
What has been interesting how been seeing how national symbolism is increasingly being brought into design.
Of course this shouldn’t be a surprise because we’re living in a much more nationalistic World.
And while being proud of where you come from is a good thing, this is less about that.
What we’re seeing more of is jingoism dressed up as patriotism.
Politically ignited racism and prejudice, disguised as heritage and protection.
It’s pretty blatant.
Now don’t get me wrong … I’m definitely not saying any design that incorporates nationalism means it’s for a racist company.
Nor am I saying any company who celebrates a ‘born here’ message is prejudice.
But I am saying that if you’re going to do it, you better do it well because not only can it have big implications on how you’re perceived … you can end up making yourself look the least inviting company in the country.
Which is my insanely long-winded way of posting this logo from a company just down from our office.
Honestly, I don’t know if I should be impressed or horrified.
But I definitely can’t stop looking at it.
And while some would say, “well that’s a good thing”, I can assure you, it’s definitely not.
I find it amazing they value highlighting they’re a NZ company more than a good hair transplant company.
I mean, look at it?
It’s fucking horrific.
It makes them look the poundland of hair ‘restoration’.
I also should point out I didn’t find this company – my wonderful colleague Henry did, and he’s blessed with beautiful locks – so don’t think I’ve suddenly decided I want a full head of hair.
I know how much you’d love that so you could take the piss out of me, but sadly – for you – that dream is not going to be answered.
So all there is left for me to say is this.
Design. It’s amazing. But pay for a good one or you may end up looking like a bald man in a badly fitting, badly made wig.
Filed under: A Bit Of Inspiration, Advertising, Apathy, Attitude & Aptitude, Authenticity, Comment, Communication Strategy, Context, Culture, Distinction, Emotion, Insight, Loyalty, Marketing, Marketing Fail, Nottingham, Perspective, Positioning, Relevance
A few weeks ago, the Nottingham Evening Post had this story as the front page lead on their website …
Putting aside the fact it’s a story about a local cafe going up for sale … using the words ‘nice’ and ‘good’ to describe it hardly ignites excitement in you does it.
But there’s maybe something to learn from it.
The marketing world seems to think the way to connect to real life is via a firehose of marketing superlatives.
Amazing.
Outstanding.
Revolutionary.
Extraordinary.
But maybe – just maybe – that approach has worn thin with culture.
What if they now can see past the hype and the spin and simply put up blinkers whenever faced with it.
That for all the eco-systems, friction removal processes and product subscriptions the real way to connect to them – or at least local communities – is via the anticlimactic wonderfulness of simply acknowledging you’re solid.
Not amazing.
Not outstanding.
Not revolutionary.
Not extraordinary.
Just solid.
The stuff that Martin Parr captures so well in his photography.
A grandeur in the ordinariness.
Something that allows us to connect to more easily than the most refined UX approach and feel more engaged with than the results of the most rigorous focus group.
Because maybe the marketing world’s strategy of elevating the importance of your individuality is no longer as influential or aspirational as the desire to feel part of something real.
Where a brands distinction is in their mundane honesty rather than their superlatives or brand assets.
Or as George coined decades ago …
Massperation is born from wanting to belong not wanting to be apart.
I still loathe the term, but not as much as I despise he may be right. Again.
Filed under: Australia, Brand, Communication Strategy, Consultants, Hope, Management, Marketing Fail
A few weeks ago, I was in Australia.
As I was leaving I saw a billboard for a kids hospital.
Well, it says hospital, but it’s actually a charity that serves hospitals.
All hospitals are amazing, but ones for kids are incredible.
Helping those delicate tiny lives … often unable to understand or express what they are feeling … is basically nothing short of saintly in my book. It hits home even more as people on this blog – including myself – have had to experience the anguish of having a sick kid that relied on the brilliance of Doctors and Nurses as well as the miracle of modern medicine to help them come through.
Anyway, this billboard stood out for reasons beyond just the little baby being featured.
More for its name and logo.
Given it chose to name itself after a Nursery Rhyme character that couldn’t be put back together again [which is not surprising given it was being done by the King’s horses and men] it leaves me wondering if the consultants that came up with the name may need hospital treatment of their own.
Humpty might be a terrible name, but it’s a brilliant charity.
One that shouldn’t need to get donations to help other hospitals keep functioning and save lives.
But they do, so if you can donate, I know they would be grateful.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Apathy, Attitude & Aptitude, Comment, Communication Strategy, Confidence, Creative Development, Creativity, Culture, Standards
I’m seeing a lot of work these days that feels like it’s been designed to band-aid a problem rather than actually solve the problem.
Or said another way … does what the client wants not what is needed.
And while I appreciate why that may be seen as an easy win, it’s the opposite.
Because doing stuff clients want, means little if it bores the hell out the audience.
Where they ignore it, overlook it, don’t believe it, makes them feel the only thing the brand cares about is the audience’s cash.
And I know some will say I’m being unrealistic … naive … ignoring the realities of business … but my response to that would be that my whole career has been working with brands who believe in continually earning their audience rather than just expecting it.
And by earning it, I mean investing in it.
Not doing good enough, but respecting who they’re doing it for.
Sweating the details. Knowing how their audience live and think, not just how they use or choose their product. Pushing standards rather than mirroring category best practice. Doing things for the audience rather than just about them. Understanding the context they’re playing in, not blindly thinking they’re the most important thing. And proving they’re worth caring about, not just thinking they’re enough.
And while that might sound like a lot of effort, money and time … it’s the difference between being a brand that creates, defines and drives culture rather than is chasing it.
Like everyone else.
Which is why people who see this about creative indulgence are missing the point.
Because it’s not about creativity, it’s how creativity can drive the level of your ambition.
Filed under: A Bit Of Inspiration
Remember my doppelgänger guy?
The stock shot photo man who was somehow used in all manner of advertising?
Well, there appears to be a new one who – on first glance – even I thought was me.
In fact, the only reason I could be sure it wasn’t was:
1. His glasses weren’t the same.
2. He hadn’t shaved all his head.
3. There was still chocolate waiting to be eaten.