Filed under: A Bit Of Inspiration, Advertising, Apple, Attitude & Aptitude, Auckland, Brand, Brand Suicide, Clients, Clothes, Communication Strategy, Content, Context, Craft, Crap Campaigns In History, Creative Development, Creativity, Culture, Design, Details, Effectiveness, Egovertising, Emotion, Empathy, Entertainment, Fans, Fashion, Film, Management, Marketing, Marketing Fail, Marketing Science, Media, Mediocrity, Metallica, Netflix, New Zealand, Premium, Privilege, Relationships, Relevance, Reputation, Respect, Standards, Steve Jobs
For 50 years, I never dressed particularly fashionably.
I had a ‘style’, but it was never one people looked at and thought, “I want to dress like that”.
Questionable t-shirts, ripped jeans and a pair of birkies tend to have that reaction.
Part of this is because growing up, I was never exposed to anything ‘fancy’. Despite my Mum being Italian and going to Italy a lot … my version of designer clothing was stuff from Burton’s and C&A and nothing more.
But over the years, I got more and more exposed to the high-end fashion houses.
Projects with Prada and Chanel introduced me to people, stories and experiences that taught me there was far more to who they were than big prices and even bigger pretentiousness. But even that was not enough to convince me this was something for me.
Hell, I still remember the utter shock I felt when I heard a mate tell me they’d spent 70 quid on a t-shirt.
Sure, this was a 1000 years ago, but back then I didn’t know how that was even possible.
T-shirts were 3 for a few quid from Asda so what on earth could justify 70 pounds for a single tee???
And that was how things carried on for decades until 2 events happened in my life:
I got healthy and I started working for the most successful and influential luxury and street-fashion investor on the planet.
And with those 2 things, everything changed …
I got to go behind the scenes of the highest level of the industry.
I got to talk to the creative directors of the houses and labels who define global fashion.
I got to meet the people who create, curate and craft the experiences that define how fashion makes us feel.
But most of all, (1) I could now actually fit in their clothes and (2) my client sent me shitloads of them for free.
Of course, I appreciate how lucky I am for that – and I massively appreciate that they were doing it to ‘keep encouraging me on my health journey’. But – and I say this with utter love and respect for them – I can’t help the real reason is because they didn’t want me turning up to their big meetings and fancy events dressed like a trainwreck. What maybe triggered this was the time I found myself sitting next to Phoebe Philo, ex-creative director of Celine and founder of her own label, who – on seeing my t-shirt, featuring a cat logo – said:
“I love this, who is it by?”
To which I replied:
“My son made it, and that’s our cat”.
To be fair, she was brilliant but I can’t help but imagine she was also thinking, “who the fuck is this nutter I’m next to?”
Bit like the time I was in the lift with members of the Prada family.
They were – literally – the best dressed people I had ever seen in my entire life.
Me? I was wearing ripped jeans, some Nike’s and a hoodie probably from Asda.
Again, they were kind, warm and welcoming – and never once did I feel judged, in fact the opposite – but it was not long after that I started receiving a lot of fancy clothes – hahaha.
But the point of this post is not that I am more fashionably dressed person than I’ve ever been in my life.
Nor is it that I am one of the luckiest bastards on the planet.
No, it’s that the last few years have completely changed my perspective of the industry.
Where once I may have just seen it as pricey and poncy, I now have a deep appreciation, understanding and respect it..
The creativity, the craft, the inspiration, the statements, the history, the details, the obsession.
Put simply, the belief that EVERY detail matters, no matter how big or small.
Steve Jobs once talked about the importance of ‘painting behind the fence’ – the belief that even if no one ever sees or recognizes the care and consideration you have put into your work, you know and that matters – and in many ways, he could have been describing the luxury fashion industry.
You only has to watch the Netflix Documentary ‘7 Days’ – specifically the episode about Chanel’s couture catwalk show – and you’ll see how much thought goes into how every single detail is presented.
Not simply because image is important to them, but because they want to honour the work they have created.
Make sure it is represented, seen and felt exactly as intended and created.
It is a similar approach Metallica have to their music.
It’s why they bought the best vinyl printing plants in the World.
It’s why they invested in the best live concert sound-system in the World.
It’s why they own the rights to all the music they create and have ever created.
It’s not ego. It’s not hyping. It’s about ensuring they honour the work they’ve made so everyone experiences it exactly as intended, versus letting someone else determine that.
So where the fuck is this all going?
Well, it’s because recently I saw this.
Yep, it’s a billboard for the movie Devil Wears Prada 2.
BUT WHAT THE FUCK IS GOING ON WITH THAT IMAGE???
How is a movie centered around the world of luxury fashion and media using such a badly designed, stretched and distorted billboard like that?!
Looking online, I can tell you that’s not the official image – at least as far as I can tell – plus I should point out the image has accentuated the lines of the digital billboard, which weren’t visible to the human eye.
But that aside, the image used looks like someone at the local distributor, media agency or billboard company decided, for reasons I don’t understand, to create – or adapt – their own version of the official artwork; the result of which is a visual that makes Devil Wears Prada 2 seems more Poundland than Prada.
Which highlights two very important reminders:
1. Everything communicates who you are and what you value.
2. For the best result, make sure all who work for you – or with you –know who you are and what you value.
I’m not saying price or speed doesn’t matter, of course it does … but what price does sloppiness, misunderstanding or a need-for-speed end up costing?
And to those who say that doesn’t matter, because no one cares … I say this in return.
Not only do you not understand marketing …
Not only do you not care about your company …
You sure as shit don’t understand your customers.
Which gives us one final thing to remember …
For all the systems, processes and marketing practice methodologies you can use … if you forget who its for and what its for, then you’re truly wasting your money.
Filed under: A Bit Of Inspiration, Advertising, Ambition, Aspiration, Attitude & Aptitude, Auckland, Brand Suicide, Brands, Cars, China, Communication Strategy, Context, Creative Development, Creativity, Culture, Egovertising, Environment, Italy, Leadership, Management, Marketing, Marketing Fail, Money, Positioning, Premium, Shanghai, Wieden+Kennedy
On one of my daily walks, I passed this …
For those who don’t know what the car is, it’s a Lotus.
Now once upon a time, this was a car brand whose name was synonymous with power, status, style and flair.
A marque of British engineering excellence.
However, for a whole host of reasons, it has fallen from the highs of being James Bond car of choice [The Spy Who Loved Me], to now being a small player in the Chinese conglomerate, Geely’s, staple of brands.
That said, if anyone is going to help it rise again – it’s them.
The reality is the Chinese car industry is incredible.
Innovative. Progressive. High standards and high quality.
This is not by accident, but design …
The Chinese Government see the car industry – specifically the electric car industry – as not only the pathway to securing China’s next chapter of China’s economic power, but also a way to reinvent how the World see’s China.
That and a powerful way to help address the environmental concerns of the country … which, despite what many Western nations like to say, has been a priority of China for a long time, which helps explain why they have been the biggest investor in green tech for years.
Anyway, all it takes is a notional look at the vast range of brands and models made by Chinese manufacturers and you’ll see how companies like Tesla are nowhere near as innovative as their Chinese competition – acknowledging, Musk’s mob are still innovative.
For example, because BYD makes the batteries that power their cars, it has enabled them to innovate in ways companies who have to buy batteries from other companies cannot hope to compete with … for example their new 5 minute ‘zero to full battery’ that they’ve just announced. Or you could look at Nio who have created a system where someone can drive their car into a change station – located across China – and have their low battery automatically changed for a full one in a matter of minutes.
Add to this that Chinese brands can offer their cars at prices that are often a fraction of the price of their inferior, Western counterparts – thanks to the scale they serve and the way they organize their operations – and the category is far more innovative than certain people would like to admit. [Or at least they could before Trump introduced his insane tariff ‘policy’]
I say all this because when I saw that Lotus – or should I say, Lamborghini Urus wannabe – I couldn’t help but feel that for all the innovation of Chinese car manufacturing, they are making a major mistake with how they are approaching the marketing of this car.
Sure it looks pretty good inside and out.
And sure, Chinese manufactured electric vehicles represent incredible value-for-money – at least in comparison to their Western equivalent counterparts – but I am not sure if painting ‘0% interest’ on the side is the best move for what they are trying to do.
Sure, they have to let people know about it.
Sure, 0% interest is a great selling point, especially in these financially challenging times.
But not only is the car still the equivalent of US$180,000 – which, by anyone’s standards, is a fuck-load of money … driving around with that message on the side basically is saying, “this is a car for people who want to look rich, but aren’t”.
Yes, I know rich people get rich by not spending money so 0% may be initially attractive, but this car isn’t designed for them.
If you’re truly rich, you’ll likely buy a Lamborghini or Ferrari … a brand synonymous for its craft, heritage and performance.
No, this car is aimed at the people who want to look the part without waiting or doing things to actually be the part.
The Andrew Tate brigade … the people who never want to be seen to be making ‘financially responsible’ decisions.
Not because they want to be broke, but because they don’t want to look like they have to worry about the money.
For them, life is all bravado, attitude and overt acts of power …
But what this smacks of is a brand who either doesn’t know who its audience is or doesn’t want to admit who they really are.
We had a similar situation at Wieden when we were working with Alfa Romeo in China.
We got fired when instead of reaffirming who they said their audience was, we told them who they really were.
They didn’t like that at all.
For them, they wanted to be driven by the young, rich and successful who were bursting with flair, style and a glamourous life. So you can imagine how they felt when we told them no one knew who they were and their biggest opportunity was to appeal to the ‘wannabe’s and fakers’ … individuals without the time, money or patience to do the right thing, especially when the illusion of it was available to them at a much lower price.
Of course we weren’t going to overtly position the brand that way, but it did mean our approach was going to attract those who chose to live that way.
Or it would have if they hadn’t dismissed us.
Similar to how the people of China went on to dismiss Alfa Romeo.
Which is a good reminder that in these days of increased competition, the biggest threat isn’t who you face … but the ego you’re constraining yourself by.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Audi, Authenticity, Brand, Communication Strategy, Corporate Evil, Culture, Honesty, Luxury, Management, Mediocrity, Metallica, Packaging, Premium, Resonance, Respect, Standards, Status, Strategy
A lot of luxury brands, invite a lot of mocking.
It might be what they make.
It might be the prices they charge.
It might be the way they look at the world.
But whatever your opinion, at least they commit.
Walk into a proper high-end luxury brand and you see high-end standards and experience.
Everywhere.
[The Netflix series ‘7 Day’s’ perfectly demonstrates this, as I wrote about here]
Innovation. Craft. Details. Service. Packaging. Training.
You might not like it.
You might not value it.
But you can’t say they’re not committed to it.
Now compare that to companies that like to position themselves as ‘premium’.
Sure, some live up to it … but my god, most don’t.
The only premium-ness is often only in their pricing and ego.
Big talking to the public, short-changing everywhere else around them.
Now I get you have to look after the pennies in business, but when you claim to be premium – it should mean you recognize the value of premium standards and service in those around you and with you. And if you don’t – or you don’t think the people you are dealing with offer that – then why the fuck are you dealing with them?
I’ve written about this before, but once-upon-a-time I was asked to work on a freelance project for a high-end German brand.
I submitted my estimate to which I was met with the following reply:
“Your fee is higher than other partners we use, please lower it”.
That was it. Not even an indication of the costs they were comparing me too.
Now while I value what I do, the costs weren’t excessive.
Infact they were a fraction of the cost of one of their lowest priced products.
But more than that, I’d agreed my fees with the CMO before I submitted them to procurement, so I thought., ‘fuck this’ and wrote the following response.
“Your products are higher priced than other brands I could choose, please lower it”.
I know … it was cheeky, but I just thought they were incredibly arrogant in their attitude, especially in the way they wanted to undermine my experience.
And guess what, almost immediately they replied with,
“We accept your rate and look forward to working with you” … which is the exact moment I saw through the hype.
Brands who value quality don’t benchmark costs against the lowest market rates.
I get it’s a negotiation tactic, but it also reveals their hypocrisy and insecurity.
It’s why my experience with Metallica was so shocking … despite the fact what they do and value all makes total sense but the way most business operates means it felt so bizarre.
Actually, Metallica are a great example of a brand that values who they are.
Everything they do is focused on respecting the quality of what they do.
For example, to make sure their vinyl is always of the highest quality – they bought the best vinyl printing press company in the world.
Same with their live shows …
To ensure their sound is of the highest quality, they had the highest-quality live speaker system in the world built.
Rather than approach investments in terms of ‘what can we get away with’, their attitude is to put highest quality first … which is why they buy stuff rather than lease it because not only does it ensure their creativity is given the highest possible quality [rather than the best they can get away with] it ensures they always have priority access to it. And when they don’t need to use it, they get people like me to work out how to make it pay for itself, which often ends up leasing it to other bands who don’t have the same needs/standards or values as them.
Metallica understand standards better than most brands.
But then they understand who they are better than most brands.
Which is why everything they do is focus up to the quality not down to the price.
That’s a proper premium brand … one who makes decisions that reflects who they are not who they are pretending to be.
Christ, I recently saw a rep from a coffee brand get into their gold Audi.
It stood out to me because it was a errrrrm, gold Audi.
And while some may look at it and say,
“If they drove a Prius, maybe their coffee prices were lower”
… not only are they unlikely to be people who buy their coffee, they are also unlikely to care about the difference of coffee.
That’s not a diss … I like Nescafe with Coffee Mate … but it also doesn’t mean that my taste is reflective of everyone else’s either.
Whether true or not, my impression of a brand giving their rep this choice of car was they had a different perspective on standards. Rather than give their reps the lowest priced car they could get away with, they found the most efficient car of the standards they live and operate in.
Of course many may slate or disagree with me for this view …
I also appreciate some may find their choice a reflection of their pretentiousness, which they find fucking annoying.
And in some way I agree with them.
However I feel a lot better about pretentious assholes when that’s who they actually are rather than those who do it to look like they’re premium when everything else highlights they’re anything but.
Commitment costs.
You might not want to pay it … you might not understand the reasoning for it … but at least you’re dealing with people who believe it rather than those who are exploiting you for it.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Communication Strategy, Corporate Evil, Crap Products In History, Creativity, Culture, Devious Strategy, Marketing, Marketing Fail, Premium
Artisan.
A relatively recent addition to the marketing lexicon.
The attempt to make an everyday product sound special.
The goal to appear you are offering individual craft and care.
The ambition to charge a premium for the smallest possible addition.
And that’s why we now have artisan burgers, cakes and now fucking peanuts … even though the reality is one has swapped a bread roll for a [bought] brioche bun, the other has put some hand-piped icing on the top of some cupcake and a packet of peanuts have had some salt and pepper chucked on top of them.
They’ll be claiming the artisan experience extends to the lorry drivers who chuck boxes of nuts in the basement of the local shop. Though they’d describe it as ‘our highly trained delivery operatives gently hand deliver our artisan nuts to establishments of repute, allaround the country, to maximise the taste experience and customer accessibility’.
This sort of shit does my head in.
What’s worse is it works. At least for some people and brands.
Not because people believe it’s really an artisan product, but because they want to believe they’re special and worth the ‘extra’.
Which says as much about the state of humanity as it does the state of marketing.
Filed under: Advertising, Apathy, Attitude & Aptitude, Authenticity, Bank Ads, Brand Suicide, Creativity, Culture, Education, Finance, Management, Marketing, Money, Premium
OK, so Friday’s post was an April Fool joke.
I say that because some people seemed to believe it until they got to the very last line. Which obviously made me very happy … no doubt helped by the fact April Fools Day started upto 20+ hours before some parts of the World.
But today’s post is real, even though it’s even more of a joke.
It starts with a tweet I saw a few weeks ago …
I don’t mind admitting, I laughed my socks off when I saw it.
Because it’s true.
The amount of people – read, men – who talk about crypto like it’s a guaranteed money earner despite [1] not looking into how it actually works [2] realising there are a vast amount of choices that are out there and [3] all have experienced incredible and – in many cases – huge losses, is amazing.
But I also kind-of get it.
Because the sniff of winning big can be intoxicating.
Especially if you don’t think you otherwise have a chance.
And for many people they don’t …
Not because they’re not smart or talented or capable … but because life is unbelievably unfair.
Which is why for all the questions that need to be answered about the role, legitimacy and even legality of certain crypto, the reality is many people think the chance of making it big on what is essentially a giant wheel of roulette is still better than the chance of doing OK following ‘traditional’ paths.
I get it. I was in that situation.
I was living in Australia, broke … with a seriously ill Dad and a Mum who couldn’t pay the bills.
I didn’t know what I was going to do when someone I knew asked if I wanted to get involved in a pyramid scheme.
Out of desperation – and a belief I didn’t think I had anything to lose – I said yes.
Of course that is mad, because I did have a lot to lose, from the initial ‘investment’ to the chance to get out of my situation within a year.
I ended up being very lucky.
Because I got in very early. I made back many times my initial investment within 2 weeks.
[I should point out that while I was able to help my Mum and Dad out as soon as this happened, I never told them what I’d done. Part of this was because they’d have been fuming and part of it was because it was hard enough to get them to accept presents from me, so if they knew, then I’d never be able to financially help them out again]
And while the time between ‘investing’ and ‘vesting’ were some of the most exciting, intense and scary weeks of my life, the minuscule chance of making something sizeable out of it drowned out the highly likely chance of losing all of it.
Would I do it again?
No. I am in the incredibly fortunate position to be in a good position now. But I get why people would do it and why crypto is so tempting for so many.
Nothing brought this home than some information Natwest Bank sent me last week.
It was their interest rates.
I say ‘interest’ but what I mean is arrogance.
Have a look at this …
What the hell?
Seriously, what the absolute hell?
Do they think this is good?
Do they think this is going to make people want to invest with them?
Even with their ‘bonus’ percentage, their ‘best’ rate is 0.05%.
And that’s their best. The rest are 0.01%.
ZERO POINT ZERO ONE PERCENT.
Not just many times less than inflation.
Not just many times less than the amount you’ll be charged in fees.
But less than fuck all.
Why would anyone choose to invest their money with a bank?
And I mean anyone … from someone with one pound to one million.
Seriously, you somehow manage to get a million quid and Natwest will reward you with 100 pounds in interest.
Hahahahahahahahahahahahahahahahahahahahahahahahaha.
So much for all their talk of ‘caring about your future’.
Of course, they think they can get away with it because they think they hold all the cards.
And right now they probably do.
But for all their advertising claims that are seemingly designed to make the board of directors happy rather than their customers, the vast majority seem to have failed to grasp the one thing that could undermine them all.
People go where the chances are.
Doesn’t matter if it’s not perfect. Doesn’t matter what the research says. If what’s on offer is dramatically better than what the establishment offers – and it’s ‘generally’ legal even if it’s highly risky – then they’ll explore it.
I never imagined I’d be the sort of person who would be part of a pyramid scheme – but circumstances of desperation meant I did. Which means I am pretty sure there’s a hell of a lot of people you’d never imagine would be into crypto, who are.
Not because they’re money hungry assholes – though there’s definitely a bunch who are that – but because with banks taking the piss out of their hopes and dreams with a miserly 0.01% interest rates, suddenly the risk of crypto looks like the most sensible investment for the future they can make.
And then, it’s not just the banks who will be screwed, we all will be.