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


Hello LaLaLand …
September 23, 2022, 8:15 am
Filed under: America, Attitude & Aptitude, Colenso, Confidence, Creativity, Culture, LaLaLand, Metallica

For reasons even America doesn’t deserve, I’m going to be in Los Angeles – and SF – next week.

And while I’m supposedly there for working reasons [with he common thread being the letter M] – that’s not why there’ll be no posts until I return. Nor is it because I’ll be catching up with old friends or buying the latest Apple gear because I can’t be arsed to wait till it gets to NZ.

OK, there is an element of truth in that …

But the real reason is because I’ll be trying to work through the menu of my favourite restaurant there in the whole wide world.

The Cheesecake Factory.

A restaurant with a menu that is thicker than the bible and tastes that belong in the 1980’s.

Apart from Sammy’s [RIP] in Manhattan Beach that we would go to every Friday night … the Cheesecake Factory was THE restaurant for me.

Yes there’s your In & Out Burgers and your Taco/Tacky Bell … but nothing could beat the bad taste of a good meal at the Cheesecake Factory.

Though – ironically – I never did eat any of their cheesecakes.

It’s going to be weird going back to LA.

Yes, I popped in on my way to see Forest in the premiership final.

And yes, I went there when we were living in England – pre-pandemic.

But while my time in LA was not my favourite time of my life or career, there were a lot of brilliant friends I made and experiences I had – even the weird ones – which means I’m quite excited to be going over and reconnect to the things that made a lasting impression on me and the people who changed my life.

So I’ll see you when I’m back. Possibly having had a heart by-pass. Either way, if you’re in LA and want to catch up, you know where to find me.

See you in 10 days or so.

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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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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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Lost In The Wilderness …

For 16+ years, I would wake up and generally find a world of insults, banter and builds on whatever post I’d set to be published while I slept.

I have to be honest, I liked it.

A lot.

Part of this was because of the childishness … part of this was because of the way it pushed my thinking and part of it was because it was nice to feel part of some twisted social club.

And then, a few months ago, I decided to stop it.

It was the right thing to do and this post written by the brilliant Armando, reinforces that.

And while I still wake up to insults, banter and builds – albeit on individual emails, rather than on group blog comments – they’re not the same as when there was a group pile on.

I know … how picky can I get???

Now this doesn’t mean I’m going to open up the comments – at least not yet – but it does highlight how great it is to be surrounded by people you like and respect.

Yes, I guess I’m saying I liked and respected many of the people who commented on here. Which is probably as much as a surprise to you as it is to me.

The thing is, I’ve generally been very lucky in my career and ended up with lots of people I’ve felt that way about. People who added to the culture and the creativity rather than sucked the life out of it for their own gain/god complex.

But there have also been times that’s not been the case.

There was one person in particular who was beyond toxic.

They were manipulative, destructive, undermining and bullying. They thought they were always right and yet produced the same thing over and over again – trying to squeeze claims of uber-intelligence out of micro thinking. So many people were hurt by their behaviour but because they made money for the agency, they weren’t just tolerated but revered.

What makes it worse is they knew they were burning people and yet rather than feel any sense of shame or embarrassment for it, they felt invincible. They’d publicly label the people they’d forced out as weak or inferior and yet the company he worked for – one who talks a lot about humanity – just turned a blind eye.

As so many do.

Which is why when you find people on your frequency, it’s something special.

Of course it can also be dangerous because it’s not a big leap to ending up thinking you’re special and everyone else is wrong … but with the right combination, you can enjoy working together while pushing each other to be better.

And it’s here that the specialness really reveals itself.

Because whether through banter or arguments, it never becomes personal. You all know the opinions expressed are only at making the work better. And it’s that feeling – that ability to be truly honest to each other without hurting each other – is something truly special.

You may not realise it at the time.

You may only realise it once it’s gone.

But it’s the difference between work being hard and work being exciting.

Not all the time, but a lot of the time.

And even if someone does fuck up and crosses the line, the energy in the environment allows you to call it out and everyone deals with it, with grace and objectivity.

Because the respect for each other trumps any need to win by destroying each other.

I’ve had it a few times.

I had it on this blog.

And maybe I just realised that.

So thank you.

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