Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Apple, Attitude & Aptitude, Brand, Brand Suicide, Communication Strategy, Creative Development, Creativity, Culture, Differentiation, Distinction, Technology, Wieden+Kennedy
Apple.
One of the best brands in the world.
From product to marketing … everything they do is considered, consistent and distinctive.
A brand voice forged over years, with a clear understanding of who they are.
But what’s interesting is what they used to be …
Or this …
Or worse of all, this …
I know they’re from a time where long copy wasn’t viewed with the same distain as a global pandemic but look at them?
And what’s with their obsession with mythical figures?
It’s ugly, it’s cluttered, it’s got no clear point of view and it’s talking around the product not at it.
And then, there’s a point in their advertising evolution that you feel they took a clear step towards where they are today with work like this …
And this …
Still a lot of copy. Arguably more.
But it just feels more contemporary …
From being product benefit focused to the choice of font to the voice … which talks to adults like an adult rather than the disinterested, casual, general audience tone they had used before.
It’s so strikingly different that you feel this was the moment Apple understood who they were and who they were for.
It’s also an obviously deliberate act … because there’s no way you would get here from the – let’s be honest – horrible historical figure focused campaigns they’d run before.
Which leads to the point of this post.
A while back I got to hear the wonderful Nils of Uncommon talk.
One of the things he said that particularly resonated with me was brands who say they need to ‘work up’ to the creativity you think they need.
In essence, it’s just their polite way of saying ‘no’ to the work you want them to do.
But the funny thing is that in the main, there’s no valid reason for them to say that, other than them being fearful of change or commitment.
There’s a lot of that at the moment.
Work in an endless loop … seemingly because the people who have the right to sign off on something are scared that the moment they do, they will be judged.
So what happens is the entire industry are caught in arrested development.
And what do agencies do?
Well, in a bid to get anything made, they agree to anything – justifying it as “being a bit better than what they did before” – so we end up with bland and boring campaigns that, bizarrely, keep everyone happy as the agency got to make something and the client doesn’t have to worry of offending anybody.
Said another way, everybody loses with this strategy.
Brand.
Advertising.
Customers.
Industry.
Which is why Nils challenges brands on what they need to do the work they could do.
It’s a test of their truth and ambition.
And he’s right to do that …
Because brands don’t get to where they want through time, but deliberate acts and choices.
Even then it won’t happen overnight … but continually and consistently playing to where you want to be is far smarter than playing to where you hope to be taken.
Because to paraphrase Dan Wieden said … you don’t become the brand you can be by discovering the power of advertising … you do it when you discover the power of your own voice.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Brand, Brand Suicide, Business, Comment, Communication Strategy, Creative Development, Creativity, Culture, Effectiveness, Management, Marketing, Marketing Fail
A few weeks ago, I saw this …
… and I have to be honest, it’s had me thinking a lot.
Because while I acknowledge you can’t take things for granted, when you get lost in the weeds, you lose sight of what you’re working towards and how you do it.
And a lot of people are doing both of those things.
Nothing sums this up more to me than the issue of attribution.
The quest to minimise risk – or ‘optimise value’ – has resulted in brands forgetting that the easiest way to get attribution is to do something interesting.
But instead – reinforced by industry ‘guru’s – we have ended up with a continual production line of commercially responsible alternatives.
Be a one colour brand.
Place brand assets higher than a brand idea.
And – worse of all – have watermarks in your ads.
While colour and brand assets have a role – albeit not a primary role as so many people seem to suggest – if you feel the only way your brand will be remembered in your commercial is to place your logo all the way through it, then you either don’t know how people work or how advertising does.
Or said another way, you’re admitting your brand and your product are forgettable.
Seriously … why would you do that?
Why would you spend millions on something that positions you as uninteresting.
Worse, why would you spend millions on something that positions you as uninteresting and make sure people know it’s you by ramming your logo down their throat?
But somewhere, someone is measuring the ‘impact’ of this approach and finding a way to demonstrate its effectiveness to clients. Letting everyone feel pleased with themselves. Their choices. Their actions. Creating a precedent others will follow in the blind belief they’re being smarter … more optimised … more effective than all their competitors. All the time consciously and deliberately ignoring the critical fact that it’s undermining them rather than liberating them.
Which leads back to that tweet at the top of the page.
Because while knowing how things are going is important, nothing reveals how lost you are than measuring everything but valuing nothing.
Filed under: America, Attitude & Aptitude, Childhood, Comment, Food, New Zealand, Nottingham
I am – and have always been – a sentimental fool.
And I appreciate the last couple of weeks have seen me write a bunch of particularly sentimental posts …
Identity.
Belonging.
My childhood in Nottingham.
… and guess what, here’s another one, albeit a slightly more tragic one.
Chips.
No, not the stuff Americans and Kiwis think they are … I mean hot chips.
The stodgy magic you smother in ketchup, mushy peas and gravy.
God I love chips.
British chips.
Golden pillows of burning hot majesty.
Food that fills you up and warms you up.
When I was growing up, you could get chips on almost every corner.
20 pence for a bag of them or a tray of them.
It could be a reward … a celebration … or just a way to bond with your mates.
But it was only when I left the UK that I realised the magic ingredient of chips.
Vinegar.
Specifically malt vinegar.
Specifically Sarson’s malt vinegar.
Acidic drops of heaven … sour death on their own, addictive temptation on chips.
I am still in shock how few people outside the UK like vinegar on their chips. I am horrified at how many look at me with revulsion when I suggest it. But then I also look at these people with pity because they don’t know what they’re talking about and have absolutely zero taste.
Ask me what I’d want as a final meal and after a massive bowl of pasta [olive oil, salt, no sauce – sorry Mum] I’d say a tray of chip shop chips, mushy peas and gravy with some salt and positively drowned in vinegar.
OH. MY. GOD.
You can screw your Michelin restaurants …
And why am I saying all this?
Because like a few weeks ago, when I got some mushy peas I recently got a bottle of Sarson’s.
Oh my god, how happy I was.
Sarson’s … the fluid of fantasticness.
But better yet, it was a present … a present from Jill.
Let me tell you, nothing says love like a bottle of Sarson’s.
So thank you Jill. You may regret your decision, but I’m so grateful for your bad taste.
Literally. Hahaha.
Filed under: Agency Culture, Attitude & Aptitude, Australia, Colenso, Colleagues, Health, Meetings
So I was supposed to be back from my trip to Melbourne.
But I’m not.
Because this trip can best be described as a shit show.
It started on the flight over where we had some bad turbulence and then the people next to – and behind – me started vomiting like human fountains.
Then when I went through immigration, I was stopped as they said I didn’t have a visa to enter the country. This, despite the fact I own property here, pay tax here, my wife is Australian, my son has an Australian passport and – oh yes – I have been a permanent resident of Australia for 20+ years.
After they realised they’d made a mistake on their computer, I was allowed to go and met up with my colleagues who were wondering where the fuck I was.
Surely that was the end of the drama?
Well yes … until at 2am, where I woke up in utter agony.
The only way I can describe the level of pain I was in is that I chose to go to hospital.
No making excuses. Or popping some paracetamol and going back to sleep.
I got in a taxi and went straight to A&E.
And thank god I did as I had picked up a bad infection in my kidney’s and appendix.
Apparently it had been developing for weeks – and when I look back on some days over the previous fortnight, I realised I’d done the classic excuses and popping paracetamol – but the time had come for it to make its presence known, and boy did it do that.
To be honest, as bad as I felt, I felt even worse that I had just burdened my colleagues with my work. They already had enough to do and here I was, at the last minute, giving them more.
And they not only took it on and executed it better than I … they stayed concerned about me.
That’s proper colleagues.
Mates even.
And I’m so grateful to them, the clients – who also were worried about me – and the amazing Doctors and Nurses at St Vincent’s Hospital in Melbourne who were compassionate, concerned and efficient.
I’m on the mend and allowed to fly home today, but till then, I’m going to chill and remind myself that your body wants you to be well, so when it hurts or gurgles or aches … it’s trying to make you deal with it before it ends up seeing you in a foreign hospital desperate for help.
So while this trip was a shitshow, it was a shitshow that shined a light on all the good.
Fight for your health service. It’s a gift.
See you Monday.
How is it the 1st May?
Seriously how?
It’s so weird how I used to love this day when I was younger but now …
Well, I don’t hate it but I sure as hell don’t love it.
Back as a kid, the first of May represented the lead-up to my birthday.
A countdown where I could start considering who to invite to my party.
Now …
Well, it’s like a reminder how fast life is passing by.
God, this has gone very depressing hasn’t it.
So let’s leave it there and pretend this post didn’t happen.
And as a way of an apology, I’ll leave you with this …
… even though, in some ways, it’s even more depressing.
Hmmmmm, in that case I’ll leave you with this …
As you read this, I’m overseas. I know … again.
Which means you’re post free till Friday.
I knew I could leave a smile on your face.
See you in a few days.