Filed under: America, Attitude & Aptitude, Brand, Brand Suicide, Cars, Corporate Evil, Design, Marketing, Marketing Fail, Technology, Twitter
Tesla.
When they launched, they were a glimpse into the future of mobility.
A way to combine technology to drive sustainability while keeping all the excitement of performance. Something that had previously been seen as impossible to create.
But they did and with it … it positioned Elon Musk as a modern day genius.
Edison x Einstein x Jobs. Maybe.
He added to his legacy when he launched a self-landing rocket.
The first time I saw that, it was – similar to sitting in a Tesla for the first time – like living in a sci-fi movie, such was it’s impressive impact.
But now?
Not so much.
Elon – through his actions, behaviours and attitude – has demonstrated that either he was trolling us or his immense success has resulted in him believing he is better than the rest of us.
The purchase of Twitter.
Accusing innocent people of pedophilia.
His treatment and attitude towards members of his family.
Claiming ‘freedom of speech’ except when it revolves around him.
There’s been so, so many moments of him revealing his ugliness.
That doesn’t mean he’s not very smart – he obviously is – but sadly where once we hoped it was to help lift everyone up, it’s apparent his focus is about lifting himself up. It all feels like he is seeking revenge for all the girls at school that turned him down and all the boys that wouldn’t let him play in their game of soccer.
We can’t say we weren’t warned.
His ex-wife’s interview in Marie Claire back in 2010 was a major red flag … which we collectively ignored because back then, he was still making headlines for good things more than satisfying his immense ego.
But now, his true character is fully on display and nothing sums this up more than the design of his cyber-truck … also known as the ‘middle-aged, white republican male, steroids-on-4-wheels-mobile’
Recently I read a designers review [@no_commercial_value] of the Cyber Truck aesthetic and it was the most perfect description of the philosophy and attitude of it’s creator … and the people who seem to love it the most.
It was this …
Paramilitary Cosplay is the most perfect description I think I’ve ever heard.
And the other definitions aren’t bad either.
It reminds me of the time Cynic did some research for Hummer and heard from interviews how the ‘feature’ many owners aspired to have was a ‘gun turret’ … I kid you not.
I also remember one person complaining about glove boxes you could close, because that was ‘pandering to the weak’.
I suppose none of this should come as a surprise because apparently when the iconic movie ‘Die Hard’ was first shown to test audiences featuring American men, many saw John McClane/Bruce Willis as ‘a coward’ as they interpreted his actions as ‘running away from trouble and that’s not what America does’.
Kind of explains a lot doesn’t it … including the rise of Trump and – getting back on subject – Musk.
Yes, I know Musk is South African, but his behaviour is pure Americana. Or should I say, 80’s Americana, as depicted in movies featuring Stallone, Schwarzenegger and van Damme.
Which all feels like the ‘theme’ behind the Cyber Truck.
A futuristic vision of a totalitarian regime. Where the rich are powerful and intimidating [and white] and the poor are disposable and weak.
Paramilitary Chic … as it were.
No doubt we can expect to see Putin, Trump and every other right-wing leader wearing 80’s style, Hugo Boss suits with massive shoulder pads soon … looking like some cartoon general with a metaphorical chest full of [fake or self-anointed] medals.
In many ways, they are a perfect example of a powerful brand … where society either loves them or hates them, but rarely apathetic towards them.
This revelation initially petrified me because this is kind-of what our industry is here to do.
I was going to point out that we should be careful what we aspire to.
But then I looked at what we’re producing all over the world – and what clients think is edgy – and realised there’s absolutely no danger of any of this happening, which might be a tragic indictment of the state of our industry but a relief that we’re not adding to a world of egomaniac, dictator-fantasist fuckwits.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Comment, Communication Strategy, Content, Context, Creative Development, Creativity, Culture, Effectiveness, Marketing, Marketing Fail, New Zealand, Nike
There’s been a lot written and said about brand assets over the years.
A lot of claims and over-promises.
Hell, careers have been made from being a cheerleader of it … even though it has also been responsible for a whole lot of terrible advertising.
Contrived, complicit and confused advertising.
That doesn’t mean it doesn’t have a value – or a role – but as I wrote here, the thing rarely talked about is that brand assets don’t happen by themselves. You can’t buy them off the shelf or make them happen by simply repeating their use ad-nauseum.
No, the only way to turn an attribute into an asset is through creativity.
It’s creativity that gives it meaning.
It’s creativity that gives it a purpose and role.
It’s creativity that imbues it with financial value.
I appreciate that might not fit the narrative of certain people, but that’s the reality of the situation … or it is if you want to do it properly. Unfortunately, it appears more and more people don’t. Preferring to outsource their responsibility – which, let’s not forget, they are paid to do – to generalistic and simplistic solutions that are focused on recognition, not value.
Nothing brought this home more than this ad I saw for a new Nike store in Auckland.
Look at this …
What the fuck? Seriously, what the fuck is that?
While they have used a number of NIKE’s ‘brand assets’ – namely the font and swoosh – it’s pretty obvious whoever put this together has no understanding or appreciation of what they represent or how to use them.
Mind you, it also seems they also have no understanding or appreciation of sport, art direction or design.
It’s like they’ve just taken a few pieces and shoved them wherever they like – like a terrible jigsaw puzzle that doesn’t show the picture they need to create.
Which highlights another thing rarely talked about brand assets …
Just because you’ve earned them, doesn’t mean you can’t lose them.
Treat them with distain and you’ll find all that hard work will be for nothing.
Moving from a brand asset to an attribute to a warning sign to stay the fuck away.
Brand assets are made and built over time.
They need nurturing, crafting and supporting.
They’re not something that once earned, can be used any way you choose.
It’s why the people who use them need to understand them.
What they represent.
The context they play in.
Their creative meaning and expression.
How to actually fucking use them in the right way.
Without any of that you don’t just fail to unlock their inherent value and power, you’re killing their credibility and the brand they’re tied to.
That doesn’t mean you can evolve them. Or expand them. Or play with them in different ways. Nike – of all brands – is very good at doing that. But that only happens because generally they’re embraced by people who have a deep understanding of what they stand for and represent … rather than random ‘colours and logos’ that they treat as a range of stickers they believe they can put wherever they want and whenever they choose.
It’s why I get so frustrated with how certain people talk about them. Acting they’re like ‘parts’ that can be replaced, exchanged, adapted or used however someone chooses … which ultimately demonstrates many of the people who talk like this don’t actually understand what a brand is, what it takes to build one or the difference between post-rationalising and creating.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Comment, Communication Strategy, Context, Creative Development, Creativity, Customer Service, Distinction, Effectiveness, Experience, Management, Marketing, Retail, Virgin Atlantic
Originally, I was going to post a video of a scene from Louis CK’s old TV show.
But then I chose not to.
Not because he was rightfully cancelled for his behaviour – but because the subject matter is too heavy for this early in the week.
But I probably will post it later in the week because it’s a brilliant piece of work.
Not in terms of ‘comedy’, but truth.
Not played for laughs, but for emotional connection … ensuring you feel the pain of what is being said either because it relates to situations you have experienced or actively avoided.
I won’t say any more … both to ensure I don’t ruin the post if I end up doing it plus the fact, I’ve got to actually find it.
Not to mention the fact I am convinced I may have posted about it before but for the life of me, can’t find it … haha.
So instead, have a look at this …
That’s the window of a cake shop near where I live.
As you can see, it was a sunny afternoon – despite being Autumn – so the blind is down.
And that’s where I saw the words, “we’re open, it’s just sunny”.
Those words were printed ON THE BLIND which means a few things.
1. They understand how perception can influence the retail environment.
2. They pay attention to the details across all aspects of their business.
3. They invest in how their business presents itself to their audience.
4. By printing it on the blind – so the writing disappears when it’s up – they are showing that they have an attitude of ‘if something’s worth doing, it’s worth doing right’.
Now I appreciate it seems like it’s a small thing.
But I noticed it.
While driving in my car.
On a busy road.
On a Sunday.
But I tell you something else. I must have driven past a ton of shops on that road and not one of the others made any impression on me. Certainly not enough for me to photograph it then go in and buy something from it.
And here’s the thing … the reason I noticed it is because frankly, you don’t see much of this these days.
Instead, we’re drowning in functionality efficiency.
Removing anything other than what is deemed ‘achieves the specific and immediate need’.
The optimisation of operational interaction. Or in UX language, ‘the systematic removal of any possible friction point in the purchase process’.
But there’s a problem with that thinking, because that approach makes you literally the same as everyone else.
The blandification of who you are. The commodotisation of what you do.
But GoodFor – the name of the shop – chose not to do that.
They understood that done right, ‘friction is valuable’, which is why they decided to deal with this problem in a way that enhanced the brand reputation and experience for their customers. In essence, rather than removing friction … they made a statement out of it.
What some would deem ‘unnecessary and costly’, they saw as an investment in their individuality and personality.
Now I appreciate it’s a small thing, but many of the biggest impact stuff is small.
Think Virgin Atlantic’s salt and pepper shakers or even the classic Argos pen … stuff most would not give a second thought to, and yet reveal more about what the brand values than $10 million quids worth of TV advertising.
In this world of ‘optimise everything’ marketing, it blows my mind how few companies appreciate the big impact of small gestures … because to a society who is finely attuned to marketing bullshit, nothing tells them who you really are than doing stuff most companies wouldn’t even think about.
After last weeks rollercoaster of posts – and mass of birthdays – I thought it was only fair to start this week with something chill. Something ‘easy’ to embrace and deal with.
But life isn’t fair, which is why I’m going to start the week with the coldest piece of shit I may have ever seen.
And given I come from Nottingham and have worked in adland for 3+ decades, I’ve seen a lot of cold shit in my time.
But here’s the thing … as the title of the post states, the person responsible for this ‘hired killer’ vibe is not who you would expect.
It’s not a member of the toxic masculinity brigade.
Nor is it one of the Hollywood tough guy (b)rat pack.
Hell, it’s not even a WWF wrestler in full ‘hype mode’.
Oh no … it’s someone very different to all that.
Both in terms of age and gender.
Because the coldest shit you’re ever going to hear comes from an elderly lady.
Someone – if you saw them on a bus – you’d think was a sweet old lady who might be lonely so you strike up a conversation with them.
That is till they tell you about their life and then you’d get off that bus as soon as you fucking could. Running in the opposite direction until your legs can’t take any more. And even then you’d probably try and drag yourself in a bush to hide.
Because while you can’t help but admire their honesty, you also can’t help be bloody terrified by their emotionless brutality.
But on the bright side, Tate, Putin and Trump seem utter wimps next to her.
Enjoy … especially the way the interviewer goes from ‘amazed curiosity’ to, “errrrm, this is a bit fucked up”.
It’s Monday gold. You’re welcome.
Filed under: Birthday, Childhood, Friendship, Love, Loyalty, Mum & Dad, Nottingham, Paul
So today is the last post of the week.
A weird week – at least in terms of this blog – in so much that there’s been posts about love, gratitude, distain and judgement.
And while I could end the week with a post celebrating Jill’s birthday – which is tomorrow – fact is she hates being the focus of attention, especially on this blog, plus I basically wrote something for her on Monday. Haha.
Which means there is only one subject matter that I can write about today and that’s for Paul – who also turns 54 this Sunday.
As people who know me or have followed this blog for a while, you’ll know Paul is my oldest dearest friend.
He was born 4 days after me and we have been in each-others lives ever since.
Hell, given Mum and Dad have both passed away, he has known me longer than any other person on this planet.
Put simply, I love him … and yet, this past year has been the hardest for our relationship.
I’m not going to go into the details why except to say that sometimes life throws curveballs that are hard to comprehend, accept or deal with … but I don’t mind saying it has been incredibly challenging for both of us, even though the reasons behind it may be slightly different.
What I can say is no one wants or wanted to hurt each other.
Both people – I believe/hope – still care deeply for each other.
But shit happens and the result is we probably have both ended up hurting each other even though that would never be either of our intentions.
If truth be told, I might be the one who has made it worse because I have to admit I have found the situation particularly difficult to move past. There’s a whole host of reasons for that – but what has made it worse is the fact I now live on the other side of the planet, so it’s been much more difficult to find the time to spend the time together.
But what’s added to it is that we’ve never been in this situation before and I didn’t know how to handle it.
Sure we’ve had our highs and lows, ups and downs over the 5 decades we’ve been in each others lives … we even once had a falling out for a month or so around the time we were 15 … but this has been much more challenging.
Maybe it is down to our ages.
Maybe it is down to our geographies.
Maybe it is down to the implications of what happened.
Maybe it’s all of these things and more, but the result is I have been deeply affected by it and it has had a truly adverse effect on my health and wellbeing.
What is positive is we have spoken very openly and plainly about the situation. In many ways, it has been one of the most in-depth conversations we’ve ever had in our lives. However I can sense that if we don’t put in the effort to move past it and properly reconnect … it could manifest into a parting of the ways. Not in terms of us no longer being friends, but in terms of us no longer being an active part of eachothers lives.
In the movie Bend It Like Beckham, there’s a scene where the father – who had been against his daughter playing football – finally tells her he is OK with her passion. Happy even. Not just because she has convinced him of her true love of the game, but because he has realized being angry at her would be like cutting his nose to spite his face.
I should point out I was not angry at Paul. Disappointed maybe, but not angry.
But I have also realized there’s absolutely no benefit to me continuing to feel this way.
It solves nothing.
I know he didn’t want to hurt anyone.
I know he knows he wishes he had handled things better.
And I know I have 54 years of history with this person that doesn’t just encompasses my whole life, but is my life.
Why would I do that? Why would I walk away from someone I love … someone who so much of my life has been shared with … someone who – on top of everything else – is the very last connection I have to where I am from and the history of who I once was?
Why the fuck would I want to do that?
How stupid would I be to choose to do that?
The reality is Paul and I have gone through so much together … love, loss, good days and bad. We’ve weathered every storm because at the end of the day, we had each others backs and we knew we loved each other. Hell, even living away from England for quarter of a century didn’t affect us. It’s a bond that is in many ways, deeper than blood.
I miss my friend.
I miss who he is, what we are and what we have.
My life is lesser for him not being so in it and I want to change it.
And it starts with this post.
Now I appreciate Paul may never read it – he never reads this blog – but on this occasion I hope he does. Because I want to tell him I love him and miss him. That I’m happy he’s in a good place. That I want to be there for him and I want him to be there for me. That my life needs him in it. I want to talk stupid shit with him and tell him to stop seeing Forest because they always lose when he goes. I want to hear how the Frothy Coffee Man is going. I want to tell him he’s a beautiful idiot, but he’s my beautiful idiot. I want to tell him that I don’t want to grow older without him being there by my side. Literally or metaphorically. Or both. Spouting nonsense or being sentimental about the stupid shit we did and will no doubt do in the future.
I know things are different and will be different … but that doesn’t mean we have to be different and so while it’s not the sort of gift he can hang on a wall or put on a shelf, I hope he sees this as my gift to him. A gift of love and hope … that we can get back to being who we have been for the past 54 years.
So to you Paul, I want to say this.
I love you.
I’m sorry I didn’t support you as I am sure you hoped I would.
I’m sorry I found it hard to get past certain aspects of the situation.
I’m sorry if I pushed you to do something you didn’t want to do.
I’m sorry I’ve been communicating via text rather than calls.
I know you didn’t intend to hurt me or anyone else for that matter.
I know you’re a good person.
I’m happy that you’re happy.
I hope this makes a difference.
I hope you have the happiest of birthdays.
I miss you with all I’ve got and hope we talk and see each other very soon.
And very often.
Even if it means you pelt me with more snowballs.
Big love and hugs my dearest friend.
Rx
