Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Authenticity, Brand, Brand Suicide, Confidence, Creative Brief, Creative Development, Creativity, Culture, Differentiation, Education, Effectiveness, Emotion, Empathy, EvilGenius, Fake Attitude, Fulfillment, Honesty, Insight, Loyalty, Management, Marketing, Marketing Fail, Perspective, Planners, Planning, Point Of View, Positioning, Purpose, Relevance, Resonance, Strategy, Wieden+Kennedy
Tone of voice has always made me smile.
A list of cliched terms that somehow supposedly captures the distinctive characteristics of a brand, despite using 90% of the same language.
Fun … but aspirational.
Premium … but approachable.
Smart.
Human.
Innovative.
Blah … blah … blah …
What ends up happening is two things.
1 It ends up all coming down to a ‘look’.
2 It ends up with some people ‘getting the brand’ but never being able to articulate what it is beyond those same cliched words every brand uses.
That’s why I loved when Dan Wieden said …
Brand voice was given a huge amount of focus and time at Wieden.
It wasn’t some scribbled words shoved on a brief at the last second that everyone ignored … it was really delving into the soul of the brand.
How it looked at the world.
The Values and beliefs.
It’s point of view.
Oh, I get it, that sounds as pretentious as fuck doesn’t it … but that’s why you can tell a NIKE spot within 1/10th of a second … regardless of the sport, the audience, the language it’s in, the country it represents or even the style of ad.
That’s right.
They get brand attribution and can be as random as fuck.
And before you say, “oh, but that’s just NIKE” … Wieden [who are/were the undisputed champions of this] did the same thing for Honda, P&G, Chrysler, Converse and any number of totally desperate brands.
The reality is, when you really invest in getting the brand voice right – both from an agency and client perspective – it becomes something far more than a look or a tone, it’s a specific and individual feeling.
And that’s why I find this obsessive conversation about ‘brand attribution’ so amusing.
Oh I get it, it’s important.
But the simplest way to get it is to simply do something interesting.
An expression of how you see the World without constraint.
A point of view others may view as provocative but actually is born from your truth.
That’s it.
It’s not hard and you’ll get attribution automatically.
And not just any attribution … but the sort that has short and long-term commercial value rather than begrudged and meaningless familiarity.
However so many brands – and the brilliant Mark Ritson has to take a lot of the blame for this – think attribution is built on the repetition of brand assets.
And while there’s some truth to that … the difference is when ‘brand assets’ ARE the idea rather than born from it, then you’re not building a brand or creating change, you’re literally investing in complicity and invisibility.
Especially if those brand assets are so bland and generalistic that to not make any impact in the real world whatsoever.
Here’s an uncomfortable truth …
You can’t have commercially advantageous attribution and be traditional at the same time.
Oh I know there’s a lot of agencies and consultancies who say you can, but they’re literally spouting bullshit.
I’ll tell you something else …
If you’re relying on opening logos, watermarks or number of brand name mentions per execution to ensure your work is being attributed to your brand … then you’re not just likely to be showing your neediness and desperation, you’re probably admitting that you’re not saying or doing something that is worthy of making people care.
In fact the only thing worse is if you hire a ‘celebrity’ to front your campaign, then have to label who they are because no one knows them.
Sorry.
Now I appreciate this sort of approach may get you a ‘Mini MBA’ from the Mark Ritson school of marketing … and it may help with internal consistency and familiarity … but I can assure you that it won’t get you a sustainably disproportionate commercially advantageous position in your category, let alone culture.
And maybe that’s fine, and that’s OK. But if it is, then own it … rather than put out press releases announcing your leadership position in the market when really what you’ve done is dictate the blandification of everything you say or do because your marketing strategy is based more on ‘blending in, than standing out’.
And nothing shows this more than tone of voice.
An obsessive focus of playing to what you think people want rather than who you are.
It’s why I always find it interesting to hear how planners approach what a brand stands for.
So many talk a good game of rigor but play a terrible game of honesty.
Spending weeks undertaking research and holding ‘stakeholder’ interviews to learn who the brand is – or wants to be – rather than going into the vaults and understanding not only why they were actually founded … but the quirks of decision they made along the way.
Don’t get me wrong, research and interviews have a place, but for me, learning about a brand at the start of life is one of the most valuable things you can do because it reveals the most pure version of themselves. Or naïve.
No contrived brand purpose … not ‘white space’ research charts … just a true expression of who they are and what they value.
Or wanted to be.
And when you start piecing those things together, you discover a whole new world.
Better yet, you get to a very different – and authentic place.
Oh, the things I’ve learned about companies over the years.
Not for contrived, bullshit heritage stories … but to understand the beliefs and values that actually shaped and dictated the formation and rise of the company, even if down the line it failed and/or modern day staff don’t know any of it.
There’s a reason The Colonel purposefully chose bigger tables to be in his restaurants when he started KFC. There’s a reason Honda made their own screws for their machines. There’s a reason Prudential helped widows and orphans.
It’s not hard, it just needs effort, commitment, transparency and honesty.
That’s it.
And while I could say this quick-fix, fast-turnaround, communication-over-change world we live in means good enough is good enough … the reality is for a lot of companies and agencies, they don’t think they’re sacrificing quality. They don’t think they’re sacrificing anything. They think they’re creating revolution and that’s the most fucking petrifying bit about the whole thing.
Inside the vaults lie the stories and clues that help you get to better and more interesting places. Not for the sake of it, but because of it. And when you get there, it will naturally lead you to bigger, bolder and more provocative acts and actions. And when you do that, then brands get all the attribution they could ever wish for, because by simply being your self, you will be different.
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For the record, I truly respect Mark Ritson.
He’s smart, knowledgable and incredibly experienced.
He has also added a level of rigour in marketing that has been missing for a long time.
I also appreciate some of the issues I talk about are a byproduct of many other things – from talent standards, corporate expectations and plain misunderstanding.
However, when you say a course is the equivalent to gaining a Mini MBA, it not creates a false sense of ability – to to mention gets more and more brands thinking, behaving and expressing themselves in exactly the same way – it suggests the focus is on personal gain over industry improvement and you run the risk of becoming the beast you wanted to slay.
That said, he’s still much smarter than I’ll ever be.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Brand, Business, Comment, Context, Creative Development, Creativity, Culture, Distinction, Emotion, Empathy, Fashion, Honesty, Management, Marketing, Marketing Fail, Perspective, Relevance, Resonance
So the cosmetic empire, Revlon, has gone bankrupt.
It’s a brand I remember from my youth with their big ads featuring big stars selling big statements.
But like Woolworths of old [how’s that for a linkage] they thought that was enough.
They thought they were enough.
But tastes change.
Evolve.
Hell, in just the past few years we’ve seen all manner of movements in the cosmetics space … from the nude look to the pastel and playful, both leveraged by brands like Maybelline and Glossier.
And then there’s Fenty …
Who came in and offered a foundation that had varieties specifically for African American skin as well as white – which shouldn’t be a surprise until you realise that until then, all major cosmetic companies excluded African American skin and expected them to use a foundation designed for white customers.
Seriously, what the fuck.
Of course, the success of Fenty saw many of the big players try to follow suit … but when actively you’ve ignored millions for 60+ years, you’re not going to convince them you suddenly care.
Which comes back to Revlon.
Who forgot the way you build a brand is not by communicating yourself over and over again, but doing things that earn loyalty.
Or at least prove you are working for it.
So many companies forget that. Either spending millions on what they want to say or ‘innovating’ with things that are what they want people to care about, rather than the things people care about.
It’s amazing how many brands fall for this.
But then, ego has that effect on people.
Causing them to place boundaries and blinkers around the comments that scream what people want you to do better at. What they want you to change.
But instead, companies choose to maximise short-term opportunities, rather than build things for the future. I get it … it costs a lot and there’s the argument it risks a lot.
Except it doesn’t cost or risk anything near what happens if you don’t do it.
And playing catch up never works because when you finally follow suit, you find out the others have already moved on.
Even the companies that promise ‘disruption’ never really go all in.
Often just focusing on one element the establishment do wrong rather than reimagining how they could completely evolve an entire category.
Function over benefits.
Product over brand.
That said, there are some out there who do it right.
Not just in the ‘cool’ categories, but in things like finance, health and paint.
Yes, paint!!!
Doing things where it shows they are truly watching and listening to culture.
Not just in what they want, but what is affecting who they are.
Once upon a time this was the norm. Now it’s all about promoting the condiments rather than focusing on the steak.
And while that can work in the short-term … giving you a few PR headlines you can leverage in the press … the brands who count succeed because they perpetually evolve culture – or evolve with the leading edge of it – rather than just keep them where they already are.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Creative Development, Creativity, Culture, Distinction, Emotion, Empathy, Imagination, Insight, Marketing, Planning, Wieden+Kennedy
A long time ago, I met a prospective client who absolutely loved Wieden.
They were besotted with them.
I was at W+K at the time and asked them what it was that they liked about us – expecting them to talk about NIKE or some other global work.
Instead they said this:
“Any agency that can make me care about a brand of milk is genius”.
The ad they were talking about was this:
Now while that was nice to hear, there were 2 things that led to them that point of view.
1. They worked in a different market and category to milk, so the fact they saw this, reinforced the stretch of great creativity.
2. They looked for the brand of milk in their local supermarket … which reflected the stickability of great creativity.
Of course, what they were really saying was the secret to great creativity … and that is it changes how you look at the world.
I say this because I recently saw a great example of it.
It may not have the charm of If Cats Had Thumbs.
And it certainly doesn’t have the budget.
But it’s up there with making you stop, think and reassess.
Isn’t that great?
A simple statement that has changed what I think of door handles and the importance of door handles.
Or said another way, it’s made me care – possibly for the first time in my life – about something I use every day of my life, without fail.
When you consider the ad is simply a photo of a bloody door handle, you not only realise how brilliant the idea of equating it to a ‘good’ handshake is, you realise how shit so much advertising must be when they’ve got tens of millions to spend and they still can’t make something you remember.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Authenticity, Brand, Content, Craft, Creativity, Culture, Digital, Effectiveness, Emotion, Empathy, Entertainment, Happiness, Honesty, Imagination, Inclusion, Innovation, Insight, Long Copy, Love, Marketing, New Zealand, Perspective, Purpose, Relevance, Research, Resonance, Sentimentality, Truth
As many of you know, I’m quite the emotional guy.
[OK, I get it … that’s an understatement. Let’s leave it there]
But while this can sometimes result in me having an ‘Elton John’ moment [™ Elton John] I have always been a huge believer in the value and importance of empathy.
Part of this is because my Mum always told me to be interested in what others are interested in, but as I got more and more into my planning career, I realised that if you can truly understand the feelings and emotions someone is experiencing, it enables you to make work that others will also feel and resonate with.
A perfect example was this work we did ages ago for Nike in China.
It had already been decided the idea for the global 2012 Olympics Campaign was going to be Greatness. The problem was that when we spoke to kids all over China, they didn’t feel they were ever able to refer to themselves as great.
They felt that was a term saved for the chosen few. The people who the government deemed as having done things that raised the entire nations profile and success.
Of course they didn’t articulate it like this … we got there by spending time with them and slowly pulling away the layers of codes and confusion so we could understand what they wanted to say rather than what was being said.
Or said another way, we wanted to understand rather than get answers.
Now I am not denying it took a while … and I also accept being an Olympic campaign, we had the time and the money to do things right. But the thing is this rigour was worth it … because not only did it turn into an incredible campaign … not only did it become China’s most successful ever campaign … it helped changed attitudes towards what greatness is and allowed millions of kids to feel they could feel valued and valuable.
This is the work.
The reason I say this is because for the past few months, I’ve been working with The University of Auckland’s Creative Thinking Project in exploring new ways to use creativity to engage and deeply resonate with audiences.
Thanks to the work of Sir Richard Faull, Faculty of Medical and Health Sciences at The University of Auckland and Nuala Gregory, a fellow of the National Institute of Creative Arts and Industries – also at The University of Auckland – we have explored and experimented with a whole host of different creative formats to identify which one can create the best conditions for connection.
The findings have been astounding.
While the vast majority of communication spend goes towards television, digital and outdoor advertising … none of these had the same impact on audiences as the power of the poem.
In fact, when poems were used as the content for television, digital and outdoor, the increase in engagement went up on average 13.3%.
THIRTEEN!
OK, I know that may not sound a lot on first impression, but when you consider last year, companies spent SEVEN HUNDRED AND FIVE BILLION DOLLARS GLOBALLY on advertising … if this can improve connection to potential audiences by 13%, then it has huge commercial opportunity.
[And by that, I mean for brands, creativity and the University of Auckland]
Now I suppose on one level, none of this should be a surprise.
Rap is a kind of poetry.
A way to communicate that’s felt as well as heard.
But while we have started to explore this, our focus has been on poetry and the results, as I detailed above, have been fascinating.
Sir Richard believes this may be heavily influenced by the challenges the World has faced over the past few years. Where the feeling of isolation of helplessness has created an yearning for any sort of emotional connection. And while TV may have their manifestos, they often come over as contrived … whereas poems have a fragility to them that enables them to better resonate and connect to audiences.
For example … of the literally thousands of poems tested, this was one that achieved one of the highest scores, despite being from an anonymous author.
Now this mountain I must climb
Feels like the world upon my shoulders
But through the clouds I see love shine
It keeps me warm as life grows colder
While it is deliberately ambiguous, it appeared to connect to audiences as they saw it as capturing the struggles they felt in life. Where there is still an expectation for progress and yet the conditions people find themselves having to deal with are increasingly harsh and difficult.
Other poems that resonated – and follow a similar theme to the previous example, except it is by contemporary poet, Ocean Vuong – include this:
And when your fears subside
And shadows still remain
I know that you can love me
When there’s no one left to blame
So never mind the darkness
We can still find a way
As well as a piece from his work entitled ‘Life’, which has a much darker theme:
Loneliness is my hiding place
Breast feeding my self
What more can I say?
I have swallowed the bitter pill
We are still working on the research but have set up an instagram that lists the poems that have tested particularly well.
I would love it if you could visit the page and let me know how the poems affect you. If they do.
Now I appreciate this leaves me open to all sorts of ridicule.
And I assure you that I am not trying to suggest poems are the future of effective advertising.
This is simply a project to see if there are techniques that allow us to better connect emotionally to audiences without necessarily needing to spend months in the field meeting endless people.
While I am part of this work, it is ultimately the property of Auckland University.
Fortunately, they have said I can promote the work because they would love to have more respondents take part. So if you are interested in discovering more – and helping see where this creative adventure could lead, can I ask you to sign up here.
That said, I would recommend you do it today … because studies have found April 1st is the optimal day to get people to sign up to ‘research’ that is actually just some 80’s song lyrics from Foreigner, Guns n’ Roses and Queen.
Have a great day. I know I will.
Filed under: A Bit Of Inspiration, Agency Culture, Attitude & Aptitude, Colenso, Comment, Creativity, Culture, Emotion, Empathy, Happiness, Health, Holiday, Home, New Zealand
Over the Christmas period – our first in NZ – we had 3 weeks off.
When I say ‘we’, I mean the vast majority of the entire country had 3 weeks off.
Some even more.
This was a revelation to me.
As an adult – or at least my version of being an adult – I’d never had more than 10 days off at Christmas and that only happened because Christmas/New Years fell on convenient days so it was worth using some of my annual holidays for it.
And it was when I returned to work this time that I realised how much this 3 week break had positively affected me.
Now you could argue anyone would feel that way after that length of break, but I felt very emotionally scarred from a very traumatic December that included the loss of a dear friend, an unexpected operation for Otis and an unexpected hospital visit for me – so to come back feeling refreshed and relaxed was somewhat of a surprise.
And then I realised why this had happened.
Because it wasn’t just me who had enjoyed this break, but the whole country.
An entire nation who deeply value, respect and treasure this holiday.
And because of this, there were no emails … no last minute requests … no urgent presentations.
In fact, there were no interaction whatsoever.
And it was that ‘blanket break’ that made all the difference.
Because when no one is worried about receiving an emergency request or being left behind because everyone is at work while they’re on holiday, they can properly relax.
OK, so it helps its summer … but the universal freedom from worrying about work means everyone relaxes and replenishes.
Hell, we even made a joke about it by creating a holiday gift that was a personalised restraining order for our clients … a demand for them to not contact anyone from Colenso for a period of 21 days.
And while it was all done with tongue very firmly in-cheek, the benefit of following it was real.
Because truly rested clients and colleagues are better clients and colleagues … emotionally, physically and mentally.
In many ways, the most effective way to drive quality, efficiency and happiness is to enforce mass escape.
Not team bonding days.
Not project sprints.
No bullshit claims of unlimited holidays.
But a break.
A significant, mass, vacation that’s treated by all as sacrosanct.
Of course nations in Europe have been doing this sort of thing for decades …
And while many in the UK and US tend to look down on them as if they’re an act of weakness, they’re missing the point.
Because life isn’t simply about what you have, but how you live.