The Musings Of An Opinionated Sod [Help Me Grow!]


Be Metallica, Not The Eagles …

I was recently in a client meeting where we had a discussion about ‘scale’.

The person in question was suggesting – as many do – that the only way to achieve it was to make sure you offer something for everyone.

Now there’s two ways you can do that …

Literally offer something for everyone or be so bland that you don’t alienate anyone.

And when we had this discussion, it reminded me of the Ferdinand Porsche quote that – paraphrased – reads something like:

“Be everything to someone not something to everyone”.

But it was early in the morning for me.

I was talking to clients in America.

So instead, I gave the worst analogy I may have ever used …

I pointed out The Eagles are the best selling American band in history.

That their ‘easy listening’ songs were designed to literally appeal to the widest audience possible. That their repetitive approach has been used to reinforce their position.

Or lack of one.

However the second best selling American band of all time is Metallica.

OK, I’m biased, but no one can say their music is designed for mass appeal.

Even their more ‘audience friendly’ albums still targeted a particular type of music fan. A fan that is anti-mainstream and anti-easy listening.

And yet Metallica’s fierce focus on who they are and what they believe – matched with their desire to continually explore and experiment with formats and approaches for their music – has resulted in them attracting ever bigger audiences rather than chasing them.

But its even more than that …

In the fickle, fast-changing world of music, Metallica haven’t just been able to maintain their credibility and authenticity, they have managed to still be seen as a contemporary band.

A band that is more popular now than they’ve ever been, while not changing who they are, what they believe or who they’re for.

I finished this rant off with the words:

“Be Metallica, not The Eagles”.

Fortunately, given I was doing this call at stupid o’clock, people let it pass.

However, while the analogy may be bollocks, the reality isn’t.

We live in an industry that is increasingly falling into rules of how things should be done.

And there are some – without doubt.

But we are in danger of ignoring the power of culture and creativity in favour of box-ticking and formulas and yet it’s the brands and bands like Nike, Metallica, SKP-S, Kanye, Liquid Death who not only hold – and set – the cultural attention and narrative, but continue to fast-track growth and profit compared to a category who blindly follow a system designed to play more to the ‘safety’ of the middle rather than the power and influence of the edge.

I’m not saying it’s easy.

I’m not saying it’s not without risk.

I’m not saying it happens in a smooth, straight line.

But when you do it well … when you know who you are, who you’re for and what you believe, it’s definitely worth it, against pretty much every metric you can measure it against.

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Was He A Genius Or A Joker …
September 21, 2022, 8:15 am
Filed under: A Bit Of Inspiration, Apple, Attitude & Aptitude, Authenticity

A lot has been written about Steve Jobs.

Hell, I’ve done a lot of it myself … however generally, everything said about the man is always about his genius.

That makes sense, because he was one, but rarely do you hear the human side of Jobs.

Sure, there’s his university speeches and occasionally his corporate ones, but there’s not often anything that reveals a sense of humour.

Now I’ve been told there were occasions where he definitely had one, but all I ever found ‘on record’ was his view on working with the designer, Paul Rand – and that’s more respectful dig than laugh out loud.

And then someone sent me a letter he wrote in the early days of Apple.

A letter that reveals his real sense of humour.

Smart. Dry. Slightly self-depreciating. Self aware.

Or at least I hope it is, because the alternative isn’t funny but terrifying.

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If You Want Sustainable Success, Don’t Hold On Too Tightly …

Brands love to say they know their customers.

They love to go on about the research they do to ‘get’ the needs of the people who use them.

And some genuinely do. Looking to understand how people live not just how they use, choose or buy their brand or a competitive product.

But sadly this group seem far more in the minority these days … with the preference being to outsource research needs to a ‘for profit’ external partner, who are asked to provide answers to drive immediate sales rather than to build long-term understanding.

Don’t get me wrong, I’m a massive fan of research, but I’m reading far too much that seems to be about telling the client what they want to hear rather than what they need to understand.

To be fair, that is also true of agencies as well, and so much of that is because a lot of companies have already decided what they want to do and say and they expect everyone else to fall in line with it. And I get it, in a quest to streamline process and maximise productivity, that makes perfect sense.

Except it doesn’t.

Because as George used to say ALL THE TIME, it’s like going to the doctor and prescribing your own medicine. And as much as people/brands may think they know what’s wrong, that doesn’t mean they know how to fix it …

Agencies and research companies should be paid for their independent thinking and approach to solving problems NOT paid to execute what someone else wants the solution to be. The great tragedy of brand communication these days is that somehow, independent thinking has been labelled as dangerous when the real danger is when there isn’t any.

When solutions are decided by financial hierarchy rather than expertise – and by expertise, I mean that in terms of what an organisation is actually an expert on, rather than what they think they are – you tend to end up with a pile of shit that then ignites a game of blame storming.

Here’s a perfect example of it …

Now I appreciate printer, photocopier, fax [?!!!] sales must be very difficult.

I get companies may only give them a second thought when they go wrong or run out of ink.

But … but … who the fuck approved this shit?

I mean, it’s bad enough they say they know what we need – which makes them sound like some sleazy office colleague – but then they come out with this gem of bollocks.

“Like twins who understand each other completely”.

What??? WHAT???

Apart from the fact it’s utterly, utterly pants. if they really had a telepathic understanding of ‘what we need’, surely they wouldn’t have to pay to have this shit printed in a magazine and they’d just turn up at their customers office with the requirements of their machine – even before their customer knew they needed it.

But that’s not the case because they don’t know their customers, they don’t know what they need and they sure as shit don’t know how to communicate to them.

I get people think communication and creativity is easy.

I get people think they know their customers better than anyone else.

I get they want everything to be as efficient as is physically possible.

But if anything should tell them what they think and what is true are very different, it’s rubbish ads like this. And while I appreciate this is especially bad, there’s a whole lot more expensive versions of this wherever you look.

Great creativity and research is born from independent thinking.

A desire to create value by giving you what you need not what you want.

Which is why companies who place greater value on what they can make their agency partners do – including how they do the job, how many people can do involved in job and how long they’re allowed to do if for – the more complicit they are when things are less effective than they could be.

I’m not saying agencies and research companies are perfect.

And they sure-as-hell aren’t all the same standard and quality.

But they’re much better when they can give you truth and possibilities than blind complicity.

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The Taste Of Bullshit …

I’ve written a ton about brand purpose over the years.

Not as viciously as my beloved Martin Weigel. But close.

It’s not that I am against brand purpose, It’s when it’s used as a marketing tool and ‘updated’ to whatever trend is currently popular that my hate boils over.

It’s why I have always advocated for belief rather than purpose.

Belief is demonstrated by what and how you do things, not what and how you say things.

Or give things away.

Belief drives change. Purpose hopes for it.

Which is probably why so many brands prefer purpose.

The ability to look like you care without always having to demonstrate it.

Take this from Unilever food brand, Knorr …

“Our purpose is to reinvent food for humanity by being healthier for both people and the land. 
 Knorr brings the power of flavour to good food to 
overcome barriers that stop us from eating for good”

Sounds good doesn’t it.

Sounds purposeful.

But for those who are not sure what Knorr make, let me enlighten you …

Yeah, when I think of flavour and good food – not to mention being good for humanity and the land – the first thing I think of is cheddar broccoli rice sides.

But maybe I’m wrong, how do you cook these things that help us ‘eat for good’?

Here’s the instructions …

Microwave directions: In 2-quart microwave-safe bowl, combine 2-1/4 cups water, 1 tbsp. margarine(optional) and contents of package. Microwave uncovered at high about 12 minutes* or until rice is tender, stirring once halfway through. Stir and serve.

Yep, thought so. Utter rubbish.

The reason I am writing this is because I recently saw a post from an ice-cream brand.

Have a look at this …

While those words sounds trite, purpose-for-marketing … food and culture are incredibly entwined and so there is a real chance it may be a badly worded version of what they really believe and do.

Let’s look at their website.

For those too lazy, here is a screenshot of their flavours …

Hmmmmn … doesn’t seem too much about people, places or cultures does it?

There’s a lot about ingredients.

Some even seem interesting. But absolutely no mention of people, places or cultures.

But is that surprising when it’s so obviously an absolute load of purpose-washing?

And what a missed opportunity.

They could truly make that into something that could change something.

Educate, unite, challenge, inform … tell the stories of the people, places and cultures that were the inspiration of those flavours through the flavours.

Ben and Jerry’s meets Tony Chocolonely.

And what makes it worse is their intentions sound honourable. They’re already a B-Corp certified business, choose ingredients that are direct-trade and believe in diversity.

All great and important things except nothing to do with what they claim they do on their packaging.

Many years ago, at Wieden, we were invited to pitch for an ice-cream brand.

We said yes because hey, it’s ice cream.

Anyway, when we got the brief, it read like a purpose fluffer.

My god, it was literally dripping in claims and terminology that not only had nothing to do with their category, but had nothing to do with any of their actions, behaviours or products.

We spoke to them about looking at ice cream another way.

If they had to have a ‘purpose’, make that purpose about what ice cream is supposed to be.

Fun and tasty.

Not deeper meaning. Just that.

And then prove it in the product, not just the experience.

You may think that is overly simplistic, but by then the entire category had gone purpose insane and no one was actually owning what they were and what people actually wanted.

Put it this way, it had gone a looooooong way from the days where BBH had brilliantly changed the way people looked at ice cream and did it in a way that was sexy, powerful and based on a real truth. [A campaign so good that is was spoofed brilliantly by Fosters Lager]

Anyway, for us, the way we could get back to what ice cream was but in a way that proved the fun was down to flavours … so unlike Jeni’s ice creams, we actually went out and talked to all manner of people about their weird tastes. Things they love others think are a bit mental. Things that make them deliriously happy for whatever reason or whatever duration. Because we saw an opportunity for the client to be more like a taste and colour experiment lab than a manufacturer of everyday ice-creams and flavours with an unbelievable purpose attached.

So we worked it all up and I remember it for 2 main reasons.

+ We used a picture of a cat in the presentation with an inverted cross on its forehead … which is still my favourite mad presentation image ever used. And I’ve used a lot.

+ When the client wanted us to justify our idea, we simply showed this …

It may not be the deepest reason you’ve ever read.

It may not even be the most exciting.

But it was definitely more believable than all the shit they were saying.

And with the flavour combinations we had and how it all came together with the creative work – which had some weird ice cream flavour meme generator at the heart of it … generating all manner of taste sensation madness out into the internet … it was something that not only would help them differentiate from the competition, but have a place and role in culture.

They hated it.

Instead they went with some bollocks about ice cream being ‘a gesture of love for those who are not rich’.

No, I’m not joking.

Which may also explain why they … Haagan Daaz and Jeni’s talk a lot about their purpose in society but are – with the possible exception of Jeni’s – increasingly irrelevant ice creams brands whereas that old, dumb favourite, Ben And Jerry’s, still has some sort of position in culture, because despite selling out to the death star Unilever, they try to do shit rather than just say it.

Emphasis increasingly on try.

But even with that, the reality is – as is the real test of any brand that claims to have purpose – they show what they believe through every aspect of what they do, even when it’s inconvenient, rather than market what they claim their purpose is, only when it suits them.

Enjoy your day. Be careful you don’t eat any bullshit.

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If You Want To Do The Impossible, You Use The Incredible …

I don’t normally write about work I’m involved in, but today I’m going to make an exception because it’s slightly bonkers.

One of our clients is a company called FFI.

They make a product called Green Hydrogen.

Put simply, it’s the only energy source that can maintain the World’s energy requirements without killing the planet because it is carbon neutral.

Nada. Zilch. Nothing.

And while the fossil fuel companies will claim they have similar products – like blue or grey hydrogen – they don’t, because the reality is green hydrogen is called ‘green’ for a reason and that reason is its main ingredient is nature and so it’s impact is also good for nature.

I know … sounds too good to be true doesn’t it?

In fact, when we were pitching for it, I wrote a slide that said “this sounds the sort of wizardry you’d expect from Harry Potter”.

And it is. Except it’s real, not magic … even though it feels like it should be.

Anyway, without going into too much detail, one of the things we want to do is ensure youth culture know about it … know there’s something that can actually given them and their planet a future despite the fossil fuel companies trying to burn it all for their own profit.

I know … it may sound weird to do that … but there’s very good reasons for it, especially when we have a generation who have seen the power they have with their united voice and focus.

From legitimising non-binary attitudes to undermining presidential campaigns to shorting hedge funds to forcing national demonstrations against the NRA to name a few.

But the question was how can we do this?

How can a major, corporate company connect to culture in a way where it’s not try hard and still allows the science to be celebrated?

The answer …

Work with a scientist who lives and breathes in their world.

Which is why we are working with the brilliant Rick Sanchez, from Rick and Morty, to help spread the word, educate the world and push for change.

And while this won’t happen overnight … I’m very excited to see how our brilliantly bonkers partnership will help move us there. After all, there’s plenty of examples that show if you want to change established attitudes and behaviour – then there are occasion where doing something ridiculous is the most sensible thing you can do.

It all starts from here …

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