Filed under: Advertising, Attitude & Aptitude, Communication Strategy, Creative Development, Creativity, Marketing, Marketing Fail
2nd month of 2024 already.
Sure, this blog only restarted a couple of weeks ago, but still …
So there is a lot written about brand. And marketing. And brand marketing.
And a bunch of it is written by people who haven’t done much of it.
Certainly not to the level their ‘expertise’ can legitimately claim.
I appreciate this makes me sound a bitter bastard … but it’s bothering me.
It’s bothering me because it undermines standards.
It bothers me because it undermines the people who are doing it, but not shouting about it.
It bothers me because it teaches the wrong lessons – and wrong approach – to people who want to enter the industry.
But most of all, it bothers me because it undermines everything we do.
Everything.
Our work.
Our approach.
Our value to business.
Don’t get me wrong, it’s absolutely fine to have ideas and theories. We need those. But that doesn’t mean you can suddenly claim to have the answers to situations you’ve never even dealt with. Or – for that matter – to suggest your credibility is in the fact you have worked with major clients on major projects when, at best, you were a bit part player in them.
I don’t understand our reluctance to challenge this because it’s affects us all.
Someone who has been in the industry a few years may – if lucky – have worked on some big name clients, but it is unlikely they have led those big name clients. And yet, look on Linkedin and you see that being pushed left, right and centre.
Look, I get the ‘fake it till you make it’ attitude, but it shouldn’t come at the cost of others in their quest to feed their ego and yet I am seeing so much of that.
I’m writing this because of something I recently read from Mike Cessario, founder of Liquid Death. This …
In just 3 short paragraphs, he explained the role, approach and importance of building a brand in ways that is far more articulate and valuable than so many of these Linkedin self-appointed gurus could do in 3 years of status updates.
Better yet, he’s actually done it.
At the highest level.
We’re falling into the trap that strategy is about soundbites and newsletters.
Updates and popularity.
Worse, too many think its about words, not change.
And while I’m here for the theories and the new ideas … if you don’t make something from it, you don’t have a right to claim to be an expert about it. Because strategy only counts if change and creation is born from it.
Anyone can judge. Anyone can criticise. But until you’ve actually led it or made it, then you’re not that far different from a used car salesperson.
This industry is capable of brilliant things.
It has some incredibly talented, brilliant people.
They come from all walks of life, work in all parts of the world, work on all sorts of work.
And most have a very small social presence.
But what connects them all is they’ve done stuff rather than just talk about stuff … so if we are to get back to where we need – and deserve – to be, then we need to value real life experience rather than ‘strategy rizz’ because otherwise, we’re part of the problem rather than helping lead the solution.
So if you’re looking for guidance and lessons, listen to people like Northern Planner rather than someone who talks about how many people read their newsletter.
Because – to paraphrase Lee Hill – popularity is vanity, experience is sanity.