Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Authenticity, Brand, Brand Suicide, Confidence, Context, Crap Marketing Ideas From History!, Creative Development, Creativity, Culture, Differentiation, Distinction, Experience, Gaming, Honesty, Innovation, Insight, Management, Marketing, Marketing Fail, Perspective, Point Of View, Relevance, Resonance, Respect, Standards, Technology
I recently read an article in the Guardian about the launch of the X-Box.
Given the brand has been part of gaming culture for the past 20 years, it’s easy to forget what an achievement this has been for Microsoft.
Let’s remember back then, the brand was far more synonymous with office computer programs than gaming … so to come from such a negative space and place to become the powerhouse it is today, is nothing short of incredible.
But it wasn’t all plain sailing.
Sure, their cause was helped by SONY seemingly forgetting everything that had made the original PlayStation launch so successful … but even with that, Microsoft were still coming from pretty much a standing start.
It’s a great article that’s well worth the read, but there was one part that really stood out to me.
This:
Let’s be honest, we’ve all been there …
Where someone chooses to ignore a statement of obviousness and instead, attempts to turn it around so you look like you’re making a potentially dangerous assumption.
Don’t get me wrong, we shouldn’t blindly assume common sense is common sense, and – without doubt – there’s been a lot of unsubstantiated assumptions that have ended up being the backbone of ideas and campaigns all around the World, but this sort of behaviour is nothing but an act of petty cowardice.
However, let’s assume for a moment the person who wanted proof that people did expect DVD quality to be better than the crunched-up shit that was on screen, was right.
Let’s assume that we didn’t know that DVD brands had been communicating ‘improved image quality’ to the general public for years.
Even if all that was true, the real issue was still not being addressed.
And that is facts doesn’t mean standards.
So rather than fall into a ‘fact inflation fight’ that no one was going to come out of well – even though I get why they were triggered – they should have asked Mr Petty if the image on the screen reflected the quality of product and performance he – and the company – wanted to globally be associated with?
Quickly followed up by enquiring whether Microsoft had the technology to dramatically improve the current standard of performance?
By doing this, they not only side-step the pointless barrier being placed in front of them and refocused the conversation to values, standards and ambition.
I’ve seen this situation happen so many times.
Where political point scoring derails ambition, potential and standards.
Where the company starts focusing on the ‘minimum viable product’ rather than what could drive the brands perception.
And while these situations have also seen me lose my shit – A LOT – I always remember my Dad telling me the real way to win these sorts of arguments, which is to elevate the discussion to reputational standards not down to petty point scoring.
He was brilliant at it.
Me? I’m still working on it.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Authenticity, Brand, Brilliant Marketing Ideas In History, Confidence, Context, Creative Development, Creativity, Culture, Diversity, Gaming, Imagination, Inclusion, Innovation, Insight, Marketing, Perspective, Relevance, Resonance, Standards, Technology
For all the talk about diversity and inclusion being spouted by companies, I don’t see much diversity and inclusion.
I still see companies mainly filled with people like me and where there is diversity, it tends to not be at the management level.
And on the rare occasion that it is, you then see the media go after these people with a zeal rarely seen towards anyone white. Or male.
Of course, diversity is more than simply heritage … though companies often use that as a convenient excuse to not hire People of Colour, ignoring that – SHOCK HORROR – People of Colour can also come from low income areas, have physical disabilities, be members of the LGBTQ+ community and/or have any other number of ‘minority’ characteristics you wish to throw at me … which is why I am so excited by a new video game that deals with diversity head on.
Forza Horizon 5 is a brilliant racing game on XBox.
The graphics are amazing.
They’ve introduced a ‘story’ mode to the game.
And the world you get to explore is almost limitless.
But … and it’s a big but … the really brilliant thing is the level of customisation they allow you to make of your character.
Look at this …
And this …
How amazing is that!
You can customise your identity and add prosthetics.
No doubt, this will cause huge offence to presenters on Fox News for succumbing to ‘wokeness’ which makes it even better … but they’re missing the point in 2 fundamental areas.
1. Being called woke means being called someone who considers the context and needs of others so they can live a similar life in terms of opportunity as you. For me that’s a compliment, not an insult.
2. The option is not to get headlines – though it does, because of its rarity – but to allow people who are minorities, feel seen and valued and celebrated for who they are, not who they aren’t. Anyone who thinks that’s a bad thing to do can basically go fuck themselves.
The gaming industry has a bunch of issues – from how it operates to the storylines of the games it makes – however they seem to be far more committed and focused on making change than so many of the companies who talk about their D&I programs on social media and in magazine articles.
People can accuse Forza Horizon of jumping on the woke bandwagon all they like.
They can shout that they’re only doing it because they don’t want to alienate potential customers.
They can say it’s a ‘one off’ and should be treated as such.
People can say what they like … it’s still more than most have done and will mean far more to the millions of people who have been ignored by companies for decades for no other reason than simply being a bit different to supposedly ‘common’ characteristics.
And I can tell you, that will mean more to them than some press release about a companies D&I program that doesn’t change a damn thing.
___________________________________________________________________________
Thank you to James Whatley for letting me steal his screen shots, even though I own the game myself. THAT’s how lazy I am. Not that you didnt know it.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, China, Comment, Confidence, Craft, Creative Brief, Creative Development, Creativity, Distinction, Emotion, Empathy, Entertainment, Environment, Experience, Fulfillment, Happiness, Honesty, Imagination, Innovation, Insight, Legend, Marketing, Technology
I’ve written a lot about experience in the past.
How important it is.
How it can drive brand value and growth.
How it can create distinction and differentiation in crowded categories.
I’ve also talked about how badly so much of it is done.
That it’s more about consistency than excellence.
That it isn’t a new approach, just a new profit centre.
That many aspire to everything average than some things spectacular.
It blows my mind what some agencies and companies think is ‘an experience’.
Especially when you compare it to people who genuinely ‘get it’.
Whether it’s certain luxury brands or my client, SKP-S in Beijing.
Which is why I love the picture at the top of this page.
At the time, the person on the runway was 62 years old.
SIXTY TWO.
This was taken on the first of 3 nights of performing to 68,000 paying people.
So over 200,000 in total.
In South America.
Think about that for a second.
OK, so the person in question is Brian Johnson … lead singer of rock band AC/DC.
But let’s also remember we’re talking about a group of pensioners.
Literally.
Yes, I appreciate there are all-sorts of factors/considerations/contexts/excuses you could use to explain why they can achieve that sort of response when brands – with all their experience models and big budgets – can’t.
But the one thing AC/DC understand is if you want to keep people coming back, you need to focus on creating a seminal moment for your audience not average consistency.
It’s why I always ask ‘experience strategists’ about their life rather than just their work. I want to know what their frame of references are for experience. Because frankly – and I appreciate I’m being a massive snob here – if it doesn’t include festivals, theatre, art, music, retail, museums … then I don’t know if we’re ever going to share the same ambitions.
Because while I appreciate ‘average but consistent’ has value to some organisations, I would rather drink bleach than advocate that as a brand goal.
Not simply because I have an aversion to average.
But because when you do experience right – which means knowing who you are and who your customers are – the profits extrapolate. See, I’m not totally selfish.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Authenticity, Comment, Communication Strategy, Confidence, Creativity, Culture, Differentiation, Disney, Egovertising, Experience, Innovation, Marketing, Truth
I’ve talked a lot about how the industry loves to talk about innovation when what they actually mean is evolution.
Hell, sometimes it’s not even that … sometimes it’s just a new name for an old thought process or discipline that was expressed as part of what people always did rather than split out in an attempt to make more money or gain more influence.
I once said to the wonderful Martin Weigel that I am pretty certain marketing is the only industry that would make a paper plane and claim they invented flight.
Now that doesn’t mean people aren’t adding to what is being done … or bringing new thinking and craft to it … or finding new ways to incorporate it into work … but it does mean they’re trying to maybe ‘own’ too much of the narrative of the discipline. Suggesting they’re inventors when they’re actually craftspeople. Valuing ‘theory’ rather than actually making something truly interesting with it.
Now there’s many possible reasons for this.
+ We’re in marketing and so they’re marketing themselves.
+ Being a craftsperson has lost the value it deserves.
+ It’s cheaper to badge than to actually create.
+ People don’t know their history.
Now I’m sure I’m going to be accused of being a prick … an old, condescending prick. And maybe I am. But I am also not claiming I’ve invented anything and I’m just pointing out neither has many of the people who do.
And there’s nothing wrong with not inventing something … because doing your job really well is something worth celebrating, especially when you see what passes for ‘good’ in so much of what is put out these days.
But it appears the allure of pioneer is infectious these days.
Case in point is the talk around eco-systems, flywheels, multi-platform DTC/e-comm and the like. Yes, it’s amazing. Yes, it driving new ways for brands to behave and earn. Yes, technology has allowed this to be done in more powerful and profound ways. But in many cases, it’s not revolution, it’s not really even innovation … it’s evolution.
And why do I say that? Have a look at this.
That is from 1957.
NINETEEN FIFTY SEVEN.
It’s Walt Disney’s ecosystem/flywheel/multi-platform DTC, e-comm [without the e] for the Disney corporation.
The blueprint for how he would use creativity to fuel his business in ways where every division is helping another division.
And while modern expressions of this have evolved and added more nuance, it’s not miles off, which is why whether you like/hate/respect/loathe him or the Disney Company, that’s pretty progressive thinking.
Or it was in 1957. in 2021 maybe not so much.
[Though, being honest, it probably is – which is even more worrying]
And yet we read so much from people acting like Walt Disney … except they’re not building their own brand, they’re selling their concept to build your own brand.
As I said, there’s nothing wrong with that.
Fuck, there’s a lot of value and money in that.
It’s genuinely exciting when you see someone identify opportunities in old approaches and habits that millions have missed. And for that, you should absolutely be using it to build a platform for your future success, growth and change.
I am literally cheering from the sidelines. All I ask is you please don’t act like you have invented flight when you’ve actually made a more efficient and effective paper plane. Not because I’m a bitter bastard – OK, let’s not go there – but because the future of this industry requires bigger leaps not better wrapping paper and the more we manage up our abilities, the more we lower the reality of our potential.
Christ, that’s a heavy post for a Monday isn’t it.
Given I know what the rest of the week has in store, it gets worse. Eek.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Authenticity, Brand, Comment, Confidence, Content, Context, Creative Development, Creativity, Culture, Distinction, Emotion, Empathy, Imagination, Innocence, Innovation, Insight, Management, Marketing, Marketing Fail, Planners, Planning, Prejudice, Relevance, Resonance, Respect, Standards, Wieden+Kennedy
Once upon a time, Dan Wieden was giving a presentation to a bunch of executives from one of Wieden’s big, global clients.
Dan was talking about the power of failing and asked if anyone in the audience had ever been fired from their job.
Nothing.
Not one person raised their hands.
Dan surveyed the scene for a moment before leaning into the microphone and saying:
“Cowards!”
There was a nervous ripple in the audience before some people laughed … but Dan wasn’t saying it to be nasty – or to be funny – he was saying it because he truly believes in the mantra of ‘fail harder’ and the positive impact it can have for both creativity and commerce.
Fail harder is not about seeing how bad you can do something.
Fail harder is about …
+ the quest to push yourself.
+ the desire to challenge limits.
+ the goal to provoke change through complete openness.
And while many people get the concept of it … even agree with it … not everyone can bring themselves to participate in it.
Now that’s totally fine until you start criticising or judge others who are doing it.
Especially if the only reason you’re criticising or judging them is because they’re doing something you didn’t do.
Then that’s a dick move. An insecure, dick move.
I say this because lately there seems to be a lot of people doing exactly that … especially on twitter and especially in the planning/marketing groups.
Judging … dismissing and insulting people who are trying different stuff.
Not because they think it’s wrong.
Not because they think it isn’t valid.
Not even because they don’t think it’s clever.
But because they’re cowards.
Sure, some will have valid reasons for it.
Family.
Mortgage.
Others relying on them.
But what is disappointing is – like the people in that conference – many of these people throwing shade are seasoned, senior individuals.
People who have the experience to push boundaries.
People who have the smarts to challenge the status quo.
People who have the knowledge to be more than capable.
People who have the voice to champion change.
And while it is absolutely their prerogative to not do it, sending our snide comments or subtweets about those who are, is pretty pathetic.
Ridiculing the way someone talks about their colleagues.
Questioning the ability to be taken seriously by clients.
Looking down on what they’re trying to do and what they’ve done.
Hell, some of these people have actually started their own company, so you’d expect them to be a cheerleader for the new … but instead it seems they see them as a more interesting competitive threat, so keep throwing out their barbs.
Oh they probably think they’re being so clever.
That the people can’t see what they’re doing.
But it’s so transparent you could grow plants in it.
However here is where it all goes wrong …
Because not only are many of these people pioneering a great business out of what they’re doing … everyone can see these insults are simply a way to distract thems from the fact they didn’t do what someone else has had the courage to try. That someone is trying to create their own story rather than simply follow someone else’s.
Personally, I think that is an incredible thing to do.
And thank fuck we have people willing to do that.
Not just because the old way isn’t working that well, but because the definition of ‘Fail Harder’ is the realisation that even if you fail in your attempt to do something audacious, you’re already further ahead than those who simply have followed the path of ‘achieving safely’.
There’s a few people I know who are victims of this.
They say it doesn’t bother them, but it obviously does.
Of course it does … it’s shit … especially when coming from people in the industry who are supposed to be ‘senior voices’.
So fuck those guys [and it is nearly always men]
Make them cry tears of regret, because regardless what happens next, you’ve already gone further them most of them could reach.