Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Authenticity, Brand, Business, Chaos, Communication Strategy, Confidence, Content, Context, Creative Development, Creativity, Culture, Differentiation, Distinction, Emotion, Empathy, Experience, Honesty, Loyalty, Management, Marketing, Marketing Fail, Music, Nike, Packaging, Planners, Planning, Point Of View, Relevance, Resonance, Respect, Standards, Trust, Truth
I was recently interviewed by a music company about the work I do for artists.
They – quite rightly – wanted to know what I did and how it was different to what I normally did.
And I explained the difference was made clear pretty much in my very first meeting.
Because I was told this …
Now I can’t be sure they used those exact words, but that was the general premise.
And that was what was amazing.
Because when working with brands, they want you to use creativity to engage audiences, but with bands – at least the ones I’ve been exposed to – it’s the opposite.
I don’t mean they want to alienate people – though they understand the importance of sacrifice better than almost any brand marketer I’ve ever met – it’s just they are the creativity … they are the product … and so the last thing they want is some fucker placing a layer of ‘marketing’ on top of their artistic expression which can be twisted, diluted or fucked with so what they want to say and what it means to them, has no consideration whatsoever.
Now I admit I’m very fortunate the artists I’m working for are of a scale where they have the power to not just consider this issue but do something about it.
Many don’t.
However by the same token, when you’re of that scale, the potential for things to get messed up in some way is much greater.
Which is why they ensured I knew my role was not to market them, but to protect their truth.
Do and explore things that amplify who they are not just flog more product.
And because what they create is an expression who they are … they can express their truth without falling into endless streams of cliched brand consultant speak.
+ So no buzz words.
+ No ambiguous terms.
+ Just stories, experiences and considerations that have defined all they do.
And that’s why they don’t really care if you like their music. Sure, it helps, but they don’t want fawning fandom, they want people who understand what they value, believe and give a fuck about so everything associated with what they do expresses it.
Or said another way, they want people who can ‘speak their tongue’.
Now I am the first to admit there have been some mistakes.
Some things you go, “why did you do that?”
But in the main, I’ve not seen much of it and even when I have called stuff out, they have [generally] appreciated it, because – as I was also told on my first day – I’m being paid to give them truth not comfort.
I’ve always said people should not aspire to be a planner, but get away with the things a planner can get away with. And I’ve got away with a lot as a planner. Done all manner of weird and wonderful.
While I’d like to think that’s what helped me get this gig … the reality is I got it because of an introduction from someone I know.
And while in theory any strategist could do what I’m doing, how I do strategy and how I have been asked to view what it’s role is, has highlighted that’s not the case.
Not because of capability, but what the industry currently wants and expects.
And this is manifested in increasingly not being given the time, support or standards to do things right.
Where speed is more important than substance.
Process more valuable than output.
I wrote about this and more, here.
But it’s more than that, it’s also what clients think strategy is for …
Packaging rather than changing.
Wanting quick wins rather than long term value.
Targeting needs, not a point of view in the world.
Chasing convenience not authenticity.
If anything, doing this work has made me even more grateful to the bosses, agencies and clients I’ve worked with over my career.
Because when I look back, the truly great ones were basically like a band.
Born of belief. Defined by a point of view. Wanting to attract not chase anything popular.
And that’s a big part of why they have been able to remain at the forefront of their individual discipline, category and/or sub-culture.
Because they never saw strategy as a tool for marketing, but to amplify their truth.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Authenticity, Brand Suicide, China, Communication Strategy, Crap Marketing Ideas From History!, Crap Products In History, Creative Development, Creativity, Culture, Food, Honesty, Marketing, Marketing Fail, Martin Weigel, Packaging, Perspective, Planners, Point Of View, Purpose, Relevance, Resonance, Respect, WeigelCampbell, Wieden+Kennedy
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.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Apathy, Attitude & Aptitude, Comment, Communication Strategy, Confidence, Creative Development, Creativity, Culture, Standards
I’m seeing a lot of work these days that feels like it’s been designed to band-aid a problem rather than actually solve the problem.
Or said another way … does what the client wants not what is needed.
And while I appreciate why that may be seen as an easy win, it’s the opposite.
Because doing stuff clients want, means little if it bores the hell out the audience.
Where they ignore it, overlook it, don’t believe it, makes them feel the only thing the brand cares about is the audience’s cash.
And I know some will say I’m being unrealistic … naive … ignoring the realities of business … but my response to that would be that my whole career has been working with brands who believe in continually earning their audience rather than just expecting it.
And by earning it, I mean investing in it.
Not doing good enough, but respecting who they’re doing it for.
Sweating the details. Knowing how their audience live and think, not just how they use or choose their product. Pushing standards rather than mirroring category best practice. Doing things for the audience rather than just about them. Understanding the context they’re playing in, not blindly thinking they’re the most important thing. And proving they’re worth caring about, not just thinking they’re enough.
And while that might sound like a lot of effort, money and time … it’s the difference between being a brand that creates, defines and drives culture rather than is chasing it.
Like everyone else.
Which is why people who see this about creative indulgence are missing the point.
Because it’s not about creativity, it’s how creativity can drive the level of your ambition.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Awards, Communication Strategy, Creativity, Culture, Effectiveness, Marketing, Marketing Fail, New Zealand
Free newspapers.
Yes, they’re free.
Yes, they’re made of paper.
But news?
Most of the time I take them from the letterbox straight to the bin. And then I saw this …
A local, free newspaper that called itself ‘a rag’.
And do you know what I did?
I went and got it and then read it cover to cover.
15 years ago I talked about ‘unplanning’ … which is basically, the power of truth.
[Though in 2006, I also wrote a post about the commercial value of a single banana at Starbucks, so maybe the idea of ‘product loneliness’ had something to do with me picking up a copy of the paper. And you thought my posts were bad now, hahahahaha]
It was my reaction to an industry drowning under the weight of it’s own bullshit terms, techniques and approaches. Well you know what, it’s got worse.
So while calling a local newspaper a ‘rag’ is hardly a strategy … it makes more sense than so many of the strategy submissions I judged around the World over the last few years.
Oh my god the claims.
An item of food that reignited a culture.
A sales promotion that brought families together.
An alcohol company that inspires artistic diversity.
No … those examples are not a joke, they were real submissions … so with that in mind, a local, free newspaper that made a bloke pick up a copy, read it cover-to-cover then blog about it because they labelled themselves ‘a rag’, should be considered a Grand Prix winner.
Or in submission speak:
How a small plucky local, free newspaper become the most influential entertainment channel for international tourists.
Transformation. Disruption. Purpose. Blah, blah, fucking blah.
OK, I think I need to go and have a lie down … and lucky for you, it is going to last 4 days as I’m off to Melbourne so there’s no post till Wednesday.
You’re welcome.
Filed under: A Bit Of Inspiration, Apathy, Attitude & Aptitude, Authenticity, Brand Suicide, Business, Communication Strategy, Confidence, Content, Context, Creative Development, Creativity, Culture, Distinction, Education, Effectiveness, Experience, Facebook, Fake Attitude, Honesty, Innovation, Management, Marketing, Marketing Fail, Money, New Product Mentalness, Perspective, Planners, Relevance, Resonance, Scam, Social Media, Standards, Technology
After the amazing drama of yesterday, I need to calm things down.
Not for you, but for me … because my heart can’t take nerves like that.
And yet it’s going to have to do just that in a little over a week.
Bloody hell.
So to slow things down, let me take you back in time …
Back in 1985, the band Dire Straits launched a song called Money For Nothing.
It became famous for a whole host of reasons.
It was the first song of theirs that actually sounded slightly modern.
It had ‘modern’ day references in the lyrics.
It had Sting – from The Police – singing on it.
It had this video …
Did you watch it?
You didn’t did you?
You lazy bastards …
Well, to get back to the point of this post, here’s a screen grab from it …
Now while that image may not strike you as cutting edge, back in 1985, it was revolutionary.
Digital characters living in a digital world, where their universe was a blend of normality and possibility.
Hang on, does that sound like something else?
Something that a huge amount of the tech and marketing industry have been wetting their pants over?
Something that sounds suspiciously close to this …
Did you watch this?
You didn’t did you?
You über-lazy assholes …
Well, to get back to the point of this post, here’s a screen grab from it …
Yep.
Yep it does.
A music video from 1985 by the most snooze-rock band ever formed, not only communicated the metaverse, it did it in a style pretty close to what Facebook and every other brand have shown as ‘the standard’.
How terrifyingly embarrassing is that?
All these hip, technologists, futurists and strategists trying to look like they’re on the edge of culture creation and all the bollocks they’re banging on about was expressed by bloody Dire Straits 37 years earlier.
THIRTY SEVEN YEARS.
Hahahahahahahahaha.
I mean … when that Zuck video first broke, I wrote a post about how it was missing the point by showing things we can already do, but now – thanks to errrrrm, Dire Straits, I realise it was even worse than I imagined.
Don’t get me wrong, I believe technology and – the metaverse, even though what is being celebrated as it, isn’t what it is – will have the possibility to make a huge, positive difference to humanity. Eventually.
But making – and lauding – a film and idea that looks awfully similar to a bloody 1985 music video isn’t doing them any favours. If anything, it shows how much of this industry is filled with individuals who crave attention or adoration or just desperately seek relevance.
Not helped when you learn that, unsurprisingly, the main reason Zuck is so into the Metaverse is not for changing the world but upping his bank account.
Given how much Facebook tried to label Apple as ‘anti-business’ for the amount they charged creators and partners – which is a lot less than 47.5% – it makes the whole Meta situation even more laughable.
Don’t get me wrong, I know the new is often misunderstood.
And new technology should not be judged by the standards of established technology.
But when the ‘icons and industry leaders’ stand on soapboxes and stages to promote the future in a similar way that Dire Straits brought to the World almost 4 decades ago … it’s only fair to question if these people care about the future or simply their own career image.
Even though, sadly, we keep seeing hyping can get better career growth, than grafting.
If the Metaverse could fix that, then maybe we’d all sign up.
Then again …