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


When Your Whole Childhood Is A Lie, But Still Better Than A Lot Of Adult Marketing Truth …

When I was young, I was introduced to a whole host of iconic TV characters.

Six Million Dollar Man.

Wonder Woman.

Buck Rogers.

Superman.

The Incredible Hulk.

Of course there were more, lots more – from cartoons to local kids TV – but the one’s from America just seemed to be more amazing.

Part of this was probably the production value of the shows, but it was also the imagination they triggered and celebrated in me.

It was so much more than just entertainment, it challenged, encouraged and introduced me to a whole new way to look and see the possibilities of the World.

These characters continue to hold a lot of sentimentality with me, because despite being over 40 years ago, they were – in many ways – characters that defined my generation.

They were OUR shows, even when they were a remake of something that went before.

I say this because when I look at Otis, the characters from his shows are so different.

For a start, so many of them are born through Youtube.

Plus there’s also a huge amount from games, like Roblox or Minecraft.

But the relationships are similar to the ones I had with the Incredible Hulk etc.

And that’s because they’re his characters.

They are badges of his generation.

He connects to people who share the same love and knowledge.

Which is a good reminder that in a world where we are continually going on about new possibilities, new opportunities and new technologies … the forces that make so many of them successful and valuable are the same things as they’ve always been.

Emotion.

Of course we should know this.

Of course this should be obvious.

But I don’t know if we do.

I read so much these days that seems to be focused on efficiencies, effectiveness, experience or eco-systems … and while they’re all important and have a role to play … they aren’t the reason people connect so deeply, they’re just tools to help make it happen.

In our quest to be seen as innovative, we’re re-making the wheel over and over again except it’s not as simple. Or as effective. Or as powerful.

Because we’re so desperate to look like we’ve done something new, we walk away from the things that can make something valuable.

Beyond price.
Beyond status.
Beyond superficial.

Somewhere along the line, we’ve forgotten the value of emotion.

We talk about it. We describe it. We even attempt to show it.

But instead, we have reduced it to a set of ‘research group approved’ actions and behaviours.

A set of research group approved actions and behaviours that are more focused on telling people what we want them to think about rather than to feel.

A set of research group approved actions and behaviours that are designed to minimise the potential of alienating someone rather than making it mean everything to them.

How fucking depressing.

More than that, how fucking laughable.

Because the holy grail for all these brands is to encourage loyalty beyond reason.

Where people choose you over countless competitors.

Where they will queue for hours to stand a chance to have a moment in your company.

Where people will willingly wear a t-shirt with your name emblazoned on it.

Where people will do this over and over again, regardless of time, money or location.

For all the money, research and ‘marketing guru tactics’ so many brands adopt these days … they still don’t come anywhere close to the impact bands, gaming characters and old 1970’s TV shows have on people.

And there’s one simple reason for it.

You don’t make people care talking about them, you do it by being for them.

Not in terms of ‘removing friction to purchase’.

Or telling them you really, really care about them.

Or saying you’re committed to their progress and success.

Or you want them to get the best value deal they can get.

But by recognising who they are, not who you want them to be.

And then talking to them that reflects that.

The good, bad, weird, strange, complex, scary, hopeful, uncomfortable.

It’s not hard.

And yet it seems to be the hardest thing in the World.

Which is mad, given a man painted green and a shitty rubbery mask was able to do it and 40+ years later, can still ignite more feelings of love and loyalty from me than 98.99999% of all brands with their research and marketing guru processes.



Welcome To The Era Of The Mundane …

The quote at the top of this page is what Frank Sinatra said about Elvis Presley.

If anything was going to turn youth towards the new musical force of the King, it was going to be comments like that.

But what I find interesting is the ad industry should understand this point more than most … however, I’m not sure we do anymore.

We appear to take more delight in being accurate than being exciting.

Now I appreciate this makes me sound like an old bastard but hang on for a second …

What I find interesting – at least where music is concerned – is that in the past, it was ‘the establishment’ who were frightened of the new and misunderstood, but that seems much less the case these days.

If anything, the establishment are bored nothing is scaring them.

Now there are some explanations for this …

Some of it is because of how the music industry has changed …

Rather than breaking new talent, they’re much more interested betting on certainties, because there goal is for lowering risk not pushing things forward. [Hence their appropriation of TikTok to flog back-catalogue tracks]

Some of it is because technology has allowed music to get ultra niche …

Thanks to music streaming platforms, people can now choose the genres they like and pretty much filter out everything else. What this means is we can kid ourselves into believing there’s less new dangerous music being created when the reality is we’re keeping it out rather than welcoming it in. Add to that the decline of radio – which was a central and universal place where a lot of music discovery took place – and we are actively cutting ourselves off from the new and uncomfortable.

Finally, some of it is because the power of music is not the cultural force it once was …

Don’t get me wrong, music is still ultra powerful, but in some ways, it seems to have gone from being at the forefront of culture to the background of it. Some will say that has always been the case – the ‘soundtrack to your life’ – but for people who have always lived for music, it was rarely just an accompaniment to whatever you were doing.

For me, a lot of the ‘danger’ that used to be synonymous with music has gone into gaming.

When Grand Theft Auto came out, it was almost like punk in the 70’s.

A game both universally loved and hated for what it represented.

Rather than trying to be something for everyone, it shamelessly wanted to be everything to someone … and because of the shifts in culture, technology, media, business model and price points, it meant it could be a very lucrative business to be in .

Of course, like all industries, too many companies simply try to jump on whatever bandwagon is cool in that moment … but for me, if you’re looking for the new rock n’ roll, it’s in gaming.

That does not mean dangerous music doesn’t exist.

But it’s power to change culture is not what it once was.

It’s more likely to be found in a game rather than us discovering a new artist.

Which reveals the dirty little secret about people.

The real reason people this there is a ‘lack of danger’ in music is because we’re lazy.

In the past, we would crash into it thanks to mass radio and media – but now, with everything at our command – it requires us to actively put ourselves out there to find it and frankly, we don’t want to.

For all the brilliant things technology can do for us, it has made us lethargically comfy.

We want everything on a plate.

We don’t want to lift a finger.

And while tech could also help overcome this, it’s been designed to satisfy not aggravate … which is why the only way you’ll find the dangerous edges is if you walk towards it rather than expect it to come to you.

It’s something adland needs to remember, because while some may say ‘exciting is indulgence’, it’s got more economic and cultural power than being ‘accurate’.