Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Brand, Brand Suicide, Business, Comment, Communication Strategy, Creative Development, Creativity, Culture, Effectiveness, Management, Marketing, Marketing Fail
A few weeks ago, I saw this …
… and I have to be honest, it’s had me thinking a lot.
Because while I acknowledge you can’t take things for granted, when you get lost in the weeds, you lose sight of what you’re working towards and how you do it.
And a lot of people are doing both of those things.
Nothing sums this up more to me than the issue of attribution.
The quest to minimise risk – or ‘optimise value’ – has resulted in brands forgetting that the easiest way to get attribution is to do something interesting.
But instead – reinforced by industry ‘guru’s – we have ended up with a continual production line of commercially responsible alternatives.
Be a one colour brand.
Place brand assets higher than a brand idea.
And – worse of all – have watermarks in your ads.
While colour and brand assets have a role – albeit not a primary role as so many people seem to suggest – if you feel the only way your brand will be remembered in your commercial is to place your logo all the way through it, then you either don’t know how people work or how advertising does.
Or said another way, you’re admitting your brand and your product are forgettable.
Seriously … why would you do that?
Why would you spend millions on something that positions you as uninteresting.
Worse, why would you spend millions on something that positions you as uninteresting and make sure people know it’s you by ramming your logo down their throat?
But somewhere, someone is measuring the ‘impact’ of this approach and finding a way to demonstrate its effectiveness to clients. Letting everyone feel pleased with themselves. Their choices. Their actions. Creating a precedent others will follow in the blind belief they’re being smarter … more optimised … more effective than all their competitors. All the time consciously and deliberately ignoring the critical fact that it’s undermining them rather than liberating them.
Which leads back to that tweet at the top of the page.
Because while knowing how things are going is important, nothing reveals how lost you are than measuring everything but valuing nothing.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Audio Visual, Brand, Comment, Confidence, Context, Craft, Creativity, Culture, Emotion, Experience, Legend, Loyalty, Management, Metallica, Music, Relationships, Relevance, Resonance, Respect, Trust, Truth
Late last year, Metallica launched a new song called LuxEterna, from their upcoming new album, 72.
While it is a brilliant return to their roots, the choice of ‘yellow’ as a key colour was met with some negative commentary from ‘brand purists’.
I don’t mean fans, but brand and design folks.
This was amazing for 2 reasons.
The first is our job is to keep things moving evolving rather than continually replicating what’s gone before, so if anyone should be open minded to change, it’s brand and design folk.
[It also highlights my problem with people who keep banging on about ‘brand assets’, because they are confusing recognition with interesting. Or worse, thinking recognition beats being and doing interesting stuff for audiences]
Secondly, the album was designed – as many have been – by the brilliant folk at the wonderful Turner Duckworth … and given their body of work, if anyone knows about designing modern iconography, it’s them.
But overall, I just found the whole debate amusing.
Metallica have always approached albums as a way to express their current frame of creative mind … and given they always look to inject something new or challenging into their work, the choice of yellow seems the perfect way to communicate ‘next chapter’.
In the case of 27 Seasons – also known as the first 18, and arguably, most significant years of your life – James said this …
“There’s been a lot of darkness in my life and in our career and things that have happened with us … but always having a sense of hope, always having the light that is in that darkness, keeps us moving. Without darkness, there’s no light, and being able to focus a little more on the light instead of how it used to be and how horrible it is, that can only be a good thing. There’s a lot of good things going on in life — focusing on that instead helps to balance out my life. And there’s no one meaning to it — everyone has some sense of hope or light in their life, and, obviously, music is mine.“
When you read that, it’s not hard to work out that the use of yellow is part of a bigger idea around the album rather than a desire to build a one colour brand which some have claimed.
Unsurprisingly, they’re the same people who talk about brand assets like you can just buy them off the shelf rather than make them a byproduct of what you do, so that they have value in them that you also keep building.
By pure chance, I was asked by people connected to the band to do a talk to a music publishing company.
While not specifically related to Metallica, I was asked by someone in the audience for my opinion on their ‘new image’ and whether it risked upsetting their core audience.
I had thought this question may came up, which is why I had prepared an answer.
After informing them I had never known a brand – let alone a band – who knew their audience as well as them … and if you listen to the track, I doubt any of their fans would mistake a revitalised Metallica for Ed Sheeran … I said this.
“If Rock n’ Roll is about rebellion, then surely there’s nothing more rock n’ roll than Metallica using yellow rather than the category norm of black?”
It was met with applause.
And some disgust, hahaha.
But here’s the thing …
Brands – and bands – don’t move forward if all they do is give audiences the same thing over and over again. Nor will they if they just give audiences exactly what they want over and over again. Longevity is as much about keeping people on their toes as it is satisfying their passion and curiosity and you only stand a chance of achieving that by following what interests you, not what interests everyone else.
Metallica get this more than most.
It’s part of the reason they have stayed at the top … because by doing things that interest them, they do things that interests more people rather than just the same people.
As I wrote for MTV years ago, brands can learn a lot from bands … because while brands may think finding shortcuts or disguises allows them to optimise their efficiency, everyone else can tell it’s because they’ve run out of ideas or energy.
____________________________________________________________________
By the way, 72 Seasons comes out tomorrow. This is not a sponsored post. Well, not directly anyway, hahaha.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Brilliant Marketing Ideas In History, Comment, Creativity, Culture, Cunning, Marketing
Welcome back.
Hope you didn’t vomit too much with all the chocolate eating.
I didn’t eat any.
No seriously.
I fell ill on the Thursday with a virus and basically spent all the time in bed.
No food. Just feeling sorry for myself.
But of course I felt better just in time to come back to work. Bloody karma.
So with that, shall we get on with things …
Over the years I’ve written about the hilarity of naming strategies.
Specifically those from consultancies who sell their process as a proprietary system and then talk about how they start with 10,000 possibilities and then use their filtering algorithm to whittle it down to 3 bland or meaningless options.
Except they don’t say that last bit, obviously.
I still remember working with a client who had paid for this ‘expertise’ only to end up with a name recommendation that [1] wasn’t actually a word and [2] sounded like a cheap water brand than an international digital services company.
This is also the company that tried to charge the client for a ‘signage’ strategy.
By that, I mean they wanted to be paid to help the client know where their signage should placed on their building to achieve maximum effectiveness.
I almost caused World War 3 when I said,
“In my experience, placing signage outside – at the top of the building – works best”
Anyway, the reason I’m saying this is Briar, one of my colleagues came to work with a new set of glasses recently and the company behind them had the best name ever …
How brilliant is that?
Of course it’s provocative … risqué … challenging … but it’s also hilarious, fun and memorable.
The thing is, I doubt most of the consultancy naming processes would even come up with it as an option to dismiss.
In addition, Happy To Sit On Your Face put their glasses in a custom made case that folds flat. This might not sound much, but it means you don’t end up with your drawer or bag filled with a bulky, odd-shaped lump.
While I appreciate the name of this brand may not travel easily … it’s also a brand name that has made glasses memorable and if you can do that, then you are already doing better than 95% of brands.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Brand, Brand Suicide, Comment, Communication Strategy, Confidence, Context, Creative Development, Creativity, Culture, Experience, Management, Marketing, Marketing Fail
A few weeks ago, I posted this on Twitter …
Quite a lot of people liked it for one reason …
It’s kinda true.
For all the shit people throw at the younger generation for chasing the next shiny thing, the same can be said for business.
Worse. In my experience, the younger generations are far more committed to what they think is the right thing and stick with it, even in the face of other things coming up.
OK, so there may be some subjects where they are quick to switch, but it’s not the stuff that costs tens of thousands of people their livelihood just because someone at the top wants to look like they have their finger on the pulse.
Seriously, the way some companies behave is like watching a massive game of Hot Or Not … just with billions of dollars riding on every decision.
Once upon a time, a planning colleague – Rodi – once said the biggest problem with business is they remain interested but never want to commit.
He was – as usual – bang on.
And while there are many schools-of-thought that suggest that because of the speed of change ‘those who commit, lose’ … they’re really missing the point.
Because while you have to know what is happening and shifting, it’s only those who commit to what they believe in who can create something that leads culture to them … rather than continually chasing where they’re going.
It doesn’t mean it will always work out, but we know the alternative achieves that even less.
Filed under: Advertising, Attitude & Aptitude, Colenso, Comment, Communication Strategy, Creative Development, Creativity, Culture
So our office is being renovated which means for the last few months, we’ve been crammed into a couple of rooms while a building site envelops us.
It also means we’ve been severely impacted by space for meeting rooms which is why recently, when we had a pitch, we felt it was only appropriate to let the prospective client know that we knew that we’re in the most uncreative space on the planet.
Hence the sign above.
And you know what, we won.
OK, the work was bloody awesome … but at a time where so many clients seems to choose agencies for reasons beyond the actual work, it’s nice to know this client not only recognised the quality of the ideas put in front of them, but actually rewarded it, because there was no other bloody reason to choose us. Unless they were a building company.